Lecture Notes

1. ADVERTISING MEDIA –
BELOW THE LINE (BTL)
11/2/2014
LECTURE 5. 22.10.2014. CoB@UQU

2. 11/2/2014

3. 11/2/2014

4. 11/2/2014
• 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.”

5. BTL MEDIA
11/2/2014
• 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

6. direct mail
• should be professionally
designed
• should have compelling
messages
• Lower costs compared to ATL
11/2/2014

7. 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
11/2/2014

8. Coupons
11/2/2014

9. Gift-with-purchase
11/2/2014

10. Sales Literature
• Leaflet
• Folder
• Brochures
• Catalogues
etc
11/2/2014

11. 11/2/2014
1
2
4
3

12. POS Display Material
• Mobiles
• Posters
• Pelmets
• Dummy packs
• Wire stands
• Showcards
• Dispenser boxes
• Display stands
11/2/2014

13. 11/2/2014

14. 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
11/2/2014

15. Email marketing
11/2/2014
• See Example – HDFC Bank

16. 11/2/2014
Through the line Advertising
• "Through the line" refers to an advertising
strategy involving both above and below the line
communications.