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Above-The-Line and Below-The-Line Advertising. Are they still Relevant - Essay Example

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Above-The-Line and Below-The-Line Advertising. Are they still Relevant

4).Traditionally, promotional activities are divided into above-the-line (ATL) and below-the-line (BTL). Mass media advertising through television, newspapers, radio, cinema, and outdoor advertising are above-the-line or ATL. All new communication tools are regarded as below-the-line or BTL measures (Muller, Florian, and Daniel, 2011, p. 4). Advertising is the most critical communication tool in the marketing mix (Meffert, Burmann, and Kirchgeorg, 2008).The terms ATL and BTL advertising came from agencies' balance sheets where different types of media are listed. Agency received a commission for ATL activities from media, while a separate fee is taken for BTL activities (Brierley, 2005, p.42). Despite its history, the division is fading as marketers' prefer a 3600 approach for their marketing activities today. This paper explores the terms above-the-line and below-the-line and their relevance, and identifies that the division is irrelevant when it comes to today's marketing practices. Above The Line Advertising Right from the early days, advertising activities are classified as: above-the-line (ATL) or below-the-line (BTL). Generally, mass media advertising is considered to be above the line advertising. It is conducted through television, newspapers, radio, and internet (Gaerig, 2012). ...
nce, a product sample or coupon.BTL advertising methods include: price promotions and discounting, gift with purchase, loyalty incentives, coupons, prizes, competitions, monetary refunds, and point-of-sale display.BTL advertising is also considered to be "out of home" advertising or "direct marketing". Direct marketing, such as, direct mail, yellow pages, and telemarketing has been incorporated in the advertising expenses from past several years (Gaerig, 2012, p. 9). Smith and Jonathan (2004) argue that BTL is every other (than advertising) communication tool excluding sales force. Sales force is not included in either category. Most often, BTL refers to sales promotion and public relations (p.23). According to Winterberry Group's report (2006) on tracking the trends, ATL advertising includes traditional marketing channels targeted for mass audience. It includes message that reinforces: brand, general information about product or service, or stimulate an emotional response. On the other hand, BTL advertising initiatives work like traditional direct marketing efforts. They aim to establish targeted relationship between individual consumer and marketer. It also offers a comparable simplicity in measurements.ATL includes the measurable media (TV, radio, print, outdoor, and yellow pages) while BTL includes direct mail, direct response print, event marketing, direct response broadcast, and promotional and interactive marketing. The Line and its Relevance The concept of "line" originated from advertising accountancy during 1950s. It seems that marketing industry has always been discussed and distinguished by "the line. Both marketers and agencies are categorized on the basis of their expertise in either above-the-line or below-the-line advertising. Most often, marketers ...Show more


Promotion involves all kinds of marketing communication activities, from defining communication objectives and target audience, to selecting communication channels, and identifying the size of communication budget …
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Above-The-Line and Below-The-Line Advertising. Are they still Relevant essay example
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