![]() ![]() Involving both above and below the line communications is a strategic approach that allows brands to engage with a customer at multiple points. Through the Line Marketing (TTL)ĭefined as Integrating ATL and BTL Marketing Campaigns. Direct mailing, distribution of flyers, brochures, and usage of sponsorships, public relations, telemarketing and point of sale – these are some of the non-media communication ways used. In contrast to ATL, this marketing targets specific groups of people with focus – done at the micro level. ![]() Below the Line (BTL)ĭefined as Highly Targeted Direct Marketing focused on conversions. Television, cinema, radio, newspapers, and magazines are used to create an impact on the company and its product. It is referred to as promotional activities done at the macro level. Defined as widespread mass audience brand-building advertising. ![]()
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