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This question has been answered, and points have been awarded.
What Is Above The Line Marketing?
Posted by Anonymous on
2/2/2005 at 7:38 AM ET
I work in the PR industry, coming from an advertising position previously. I've often heard the terms below the line and above the line advertising but in all honesty have never asked anyone what it actually means and refers to.
2/2/2005 at 8:53 AM
Please go to the archives. This question has been answered adnausium. Hope this helps, Jack
2/2/2005 at 9:55 AM
ATL is Above the Line (incl advertising in TV, Radio, Press, Billboard etc which are not in-around store
BTL is Below the Line (everything in&around store)
The new search engine give to many "'false positives", try these past questions:
Let me know if you still don't understand.
Have a nice day
2/8/2005 at 12:07 PM
Above the line:
generally refered to advertising, advertising which has to pay for the space eg TV, Press, Print, Cinema or radio space, all of which cost a packet.
Below the line:
refers to any other communications tool other than 'sales force', traditionaly sales promotion (a broad arena) and PR.
Above/below the line is quite an old idea especially if you are considering an integrated marketing campaign for a product or service. It is however worth knowing how the old boys did it.
2/10/2005 at 2:18 AM
Below the Line is all advertisement that is done at outlet/retail level. it also refers to direct marketing, unpaid form of advertisement like Free samples, brochures, pamplet distribution. also includes shopsigns, various POP materials like Posters, Danglers, Dummy Pack, Streamers etc.
Above the Line is all advertisements that are done thrugh mass media (radio, TV, press/print etc.) and Out of Home (i.e. Billboards and others). Basically its all advertisement thats not done at outlet level.
Above The Line (ATL) & Below The Line (BTL) activities are basically communication tools.
hope this clarifies. you can check the following links on similar questions asked earleir in this forum.
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