Below the Line (Advertising)
Frederic P. Miller, Agnes F. Vandome, John McBrewster
High Quality Content by WIKIPEDIA articles! Above the line (ATL), below the line (BTL), and through the Line (TTL), in organizational business and marketing communications, are advertising techniques. In a nutshell, while ATL promotions are tailored for a mass audience, Bs are targeted at individuals according to their needs or preferences. While ATL promotions can establish brand identity, BTL can actually lead to a sale. ATL promotions are also difficult to measure well, while BTL promotions are highly measurable, giving marketers valuable insights into their return-on-investment. Promotional activities carried out through mass media, such as television, radio and newspaper, are classed as "above the line" promotion. "Below the line"...
ISBN: 978-6-1341-3443-9
Издательство:
Книга по требованию
Дата выхода: июль 2011
