Question

Topic: Advertising/PR

'below The Line' & 'above The Line' & 'on The Line' Marketing & Advertising?

Posted by Anonymous on 5/11/2004 at 5:02 AM ET 125 Points
What is the difference by 'Below the line' 'above the line' & 'on the line' Marketing & Advertising?

So helpful if this can be cleared up for me...

Thanks

David
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RESPONSES

  • Posted on 5/11/2004 at 5:18 AM Accepted
    Hello David,

    Everyone is always talking about that darn line in marketing. It's just a label you put on different media and materials. Look at question 922--you'll find detailed definitions of ATL and BTL:

    https://www.marketingprofs.com/ea/qst_question.asp?qstID=922

  • Posted on 5/11/2004 at 5:25 AM Accepted
    oh, and question 401 too:

    https://www.marketingprofs.com/ea/qst_question.asp?qstID=401
  • Posted by Blaine Wilkerson on 5/11/2004 at 6:08 AM Accepted
    Yep, those pretty much cover it.

    Above the line (ATL): TV, Radio, Bilboard, Magazines, or any type of commision based, high-priced media.

    Belo the Line (BTL): Direct mail, email, flyers, brochures, posters, or any other more affordable print/electronic media.

    Good Luck!
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