Below the line (advertising)

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See Below the line for other meanings and uses of the phrase.

In organisational business and marketing communications, Below the line (BTL) is an advertising technique. It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than ATL (Above the line) strategies. These may include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front.

Above the line is a type of advertising through media such as TV, cinema, radio, print, banners and search engines. Below the line advertising typically focuses on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates.

The term "below-the-line" is rapidly going out of fashion in business circles as agencies and clients switch to an 'Integrated Communication Approach.' BTL is a common technique used for "touch and feel" products (consumer items where the customer will rely on immediate information than previously researched items). BTL techniques ensures recall of the brand while at the same time highlighting the features of the product.

"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'. An example would be a TV commercial that says 'come into the store to sample XYZ product'. In this example, the TV commercial is a form of 'above the line' advertising and once in the store, the target customer is presented with 'below the line' promotional material such as store banners, competition entry forms etc.