Above-The-Line and Below-The-Line Advertising. Are they still Relevant Essay

Above-The-Line and Below-The-Line denote. Are they still Relevant - Essay Example4).Traditionally, promotional activities ar divided into above-the-line (ATL) and below-the-line (BTL). Mass media advertising through television, news root words, radio, cinema, and outdoor advertising are above-the-line or ATL. All new communication tools are regarded as below-the-line or BTL measures (Muller, Florian, and Daniel, 2011, p. 4). Advertising is the most critical communication tool in the marketing mix (Meffert, Burmann, and Kirchgeorg, 2008).The terms ATL and BTL advertising came from agencies balance sheets where different types of media are listed. Agency received a commission for ATL activities from media, while a separate fee is taken for BTL activities (Brierley, 2005, p.42). Despite its history, the division is fading as marketers prefer a 3600 approach for their marketing activities today. This paper explores the terms above-the-line and below-the-line and their relevance, and id entifies that the division is irrelevant when it comes to todays marketing practices. Above The Line Advertising Right from the early days, advertising activities are classified as above-the-line (ATL) or below-the-line (BTL). Generally, people media advertising is considered to be above the line advertising. It is conducted through television, newspapers, radio, and internet (Gaerig, 2012). ... nce, a product sample or coupon.BTL advertising methods include price promotions and discounting, gift with purchase, committal incentives, coupons, prizes, competitions, monetary refunds, and point-of-sale display.BTL advertising is also considered to be out of home advertising or direct marketing. Direct marketing, such as, direct mail, yellowness pages, and telemarketing has been incorporated in the advertising expenses from past several years (Gaerig, 2012, p. 9). Smith and Jonathan (2004) argue that BTL is every other (than advertising) communication tool excluding sales force. gross revenue force is not included in either category. Most often, BTL refers to sales promotion and public relations (p.23). According to Winterberry Groups report (2006) on introduce the trends, ATL advertising includes traditional marketing channels targeted for mass audience. It includes message that reinforces brand, general information about product or service, or stimulate an emotional response. On the other hand, BTL advertising initiatives work like traditional direct marketing efforts. They aim to establish targeted relationship between individual consumer and marketer. It also offers a like simplicity in measurements.ATL includes the measurable media (TV, radio, print, outdoor, and yellow pages) while BTL includes direct mail, direct response print, event marketing, direct response broadcast, and promotional and interactive marketing. The Line and its relevancy The concept of line originated from advertising accountancy during 1950s. It seems that marketing industry has alw ays been discussed and distinguished by the line. Both marketers and agencies are categorized on the basis of their expertise in either above-the-line or below-the-line advertising. Most often, marketers