Below the line
Below the line is the set of communication activities that do not use conventional mass media and target more specific audiences, such as direct marketing, events, sponsorship or point-of-sale promotion
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It seeks more control over who receives the message and a more measurable response, at the cost of smaller reach. It includes techniques such as merchandising, public relations, email marketing and brand activations.
As with above the line, the term stems from agency billing: these activities did not earn media commission and were charged as fees. Digital advertising has blurred the boundary, because many channels allow precise targeting at scale, and both approaches are often combined in the same campaign.
Also known as
BTL, non-traditional advertising
Topics