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ADVERTISING MEDIA – BELOW THE LINE (BTL)

LECTURE 5. 22.10.2014. CoB@UQU

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• BTL communication use media that are more niche focused

• Below the line advertising seeks to reach a consumer (instead of a mass audience) directly rather than through an intermediary, such as would be the case with a commercial during a television show. This type of advertising is often centered on specific localities and is used to promote products that a consumer will want to see in person. It can be coupled with in-store sales help in order to explain the features of the product.

• may also be referred to as “out of home” advertising or “direct marketing.”

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BTL MEDIA

•Below-the-line advertising is typically conducted by the company itself.

•Direct Mail•Coupons•Gift-with-purchase•Sales Literature•Point-of-sale displays•Book advertising

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direct mail • should be professionally

designed• should have compelling

messages• Lower costs compared to

ATL

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Door-to-door marketing• Selling at Personal Level• one of the most common

forms of below the line advertising

•  requires highly trained sales staff 

•  upfront costs can be kept low and salespeople have more incentive to make sales

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Coupons

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Gift-with-purchase

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Sales Literature

•Leaflet•Folder•Brochures•Cataloguesetc

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12

4

3

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POS Display Material

•Mobiles•Posters•Pelmets•Dummy packs•Wire stands•Showcards•Dispenser boxes•Display stands

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Exterior location marketing• driving interest to an

event or sale through the strategic use of employees placed outside the location

• beneficial for small companies, restaurants and auto dealers

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Email marketing 

•See Example – HDFC Bank

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Through the line Advertising

•"Through the line" refers to an advertising strategy involving both above and below the line communications.