Know-How Exchange : Branding

BTL = Below the Line,
Definition: basically anything that's not "Above the Line (ATL)" which is TV, Radio, Oudoor, National Press. So BTL activity would include Point of Sale, In store promotions, direct mail, local press, etc, maybe local radio etc, etc. My understanding anyway. Also useful is "TTL" - Thru' The Line... both ATL & BTL activity.
My impression is ATL is were all the glamour & money is, the big ad agencies love getting involved, and BTL is very much regarded as the poor relation, but without a properly thought out Through the Line strategy a lot of national promotions aren't fulfilling their potential, and below the line work can be much more targeted and tailored to individual local markets.

hi estolyarova

your question is pretty confusing. BTL activities are copied by one another through out the world. The reason a say that most of the cases the BTL activity concepts are more of less same but their application varies from industry to industry, company to company, brand to brand.

for example, a hair-removing cream brand may conduct a In-store demo on the removing power of the brand. The same concept can be applied by a Floor-cleaning brand to show/demo on the floor-cleaning/germ cleaning capacity. If you call it Plagiarism, then every brand and all brands are guilty of doing some plagiarism.

hope this helps. if i am misunderstanding your point, my apologies, and pls correct me.

cheers!!