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

Above-The-Line and Below-The-Line Advertising. Are they still applicable - Essay Example4).Traditionally, promotional activities ar divided into above-the-line (ATL) and below-the-line (BTL). Mass media ad through television, newspapers, 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(prenominal) critical communication tool in the merchandising mix (Meffert, Burmann, and Kirchgeorg, 2008).The term ATL and BTL advertising came from agencies balance sheets where diverse types of media are listed. Agency received a commission for ATL activities from media, while a separate fee is interpreted 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 identifies 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, mass media advertising is considered to be above the line advertising. It is conducted through television, newspapers, radio, and earnings (Gaerig, 2012). ... nce, a product sample or coupon.BTL advertising methods include price promotions and discounting, gift with purchase, loyalty incentives, coupons, prizes, competitions, pecuniary refunds, and point-of-sale display.BTL advertising is also considered to be out of home advertising or govern marketing. Direct marketing, such as, direct mail, yellow pages, and telemarketing has been incorporated in the advertising expenses from past some(prenominal) years (Gaerig, 2012, p. 9). Smith and Jonathan (2004) argue that BTL is every opposite (than advertising) communication tool exclu ding sales line. Sales force is not included in either category. Most often, BTL refers to sales promotion and public relations (p.23). concord to Winterberry Groups report (2006) on tracking the trends, ATL advertising includes traditional marketing channels targeted for mass audience. It includes essence 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 amongst individual consumer and marketer. It also offers a comparable 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 Relevance The sentiment of line originated from advertising accountancy during 1950s. It seems that mark eting industry has always 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