What is "Below The Line Marketing"?

I have been part of a BTL Promotion Company before...

I have a straight take on it. WHATEVER IS DIRECT, HITS THE TARGET !

U communicate Directly with a Buyer or prospective Buyer, there are almost 80% chances that U wll be able to influence His / Her Buying decision.

It is like, U are One to One with the Consumer, ready to explain his doubts & hear out his problems. That gives a buyer more confidence in UR PRODUCT / SERVICE. The Plus is that He ? She feels Good about being given some Personal attention & importance.

Another PLUS for BTL is... ATL day by day is getting more n more Expensive and To top it all... UR NEVER SURE OF THE RESULTS.

Happy Debating Friends !

Thanks for the referral, Arikrishnan..

Above the line (ATL), Below the line (BTL), and Through the Line (TTL), in organizational business and marketing communications, are advertising techniques.

In a nutshell, while ATL promotions are tailored for a mass audience, BTL promotions are targeted at individuals according to their needs or preferences. While ATL promotions can establish brand identity, BTL can actually lead to a sale. ATL promotions are also difficult to measure well, while BTL promotions are highly measurable, giving marketers valuable insights into their return-on-investment.

Promotional activities carried out through mass media, such as television, radio and newspaper, are classed as "above the line" promotion. "Below the line" promotion refers to forms of non-media communication or advertising, and has become increasingly important in the communications mix of many companies, not only those involved in fast moving consumer goods, but also for industrial goods.

"Through the line" refers to an advertising strategy involving both above and below the line communications in which one form of advertising points the target to another form of advertising thereby crossing the "line".

Thanks a lot Ms.Jayita, you have started a good one to have different views on this topic from our friends in this forum.

Below the line marketing is a more focused marketing efforts to creat a powerful impact on our customers. In today's competitive environmment, BTLM strategies have become indispensable tools for both start-ups and large organizations. According to some people it is everything that is not mass media advertising in promotions and to some others it is the activities that are done for a certain class of consumers or target customers. It helps marketers establish one-to-one relationship with customers while mass promotions make it difficult to gauge consumer-response except at the time of sales.

Hence BTLM focuses on targetted, customer-centric communications, measurable results and advertising with a strong return on investment.Further it helps to assess the new opportunities from the new market segment, to make the brand success through word of mouth, to enhance customers loyalty through one-to-one marketing that get connected with the clients. Moreover, BTLM facilitates to retain the customers through effective interactive marketing and also to improve the rate of response from the customers.