Advertising Terminology
The Line
Most people have thought of mass media advertising as a primary type of advertising, advertisers have a very different view to this. Advertising is often define into two categories: above the line and below the line advertising. Above the line advertising refers mainly to media advertising wherefore below the line advertising is a mix of traditional marketing advertising such as event promotion and loyalty discounts as well as other advertising like coupons and catalogs.
Above the line advertising referred to services for which agencies received a commission for ads placed while below the line referred to services which were often performed for a set fee. A mixture of the two types of advertising is usually called “through the line.”
Most people have thought of mass media advertising as a primary type of advertising, advertisers have a very different view to this. Advertising is often define into two categories: above the line and below the line advertising. Above the line advertising refers mainly to media advertising wherefore below the line advertising is a mix of traditional marketing advertising such as event promotion and loyalty discounts as well as other advertising like coupons and catalogs.
Above the line advertising referred to services for which agencies received a commission for ads placed while below the line referred to services which were often performed for a set fee. A mixture of the two types of advertising is usually called “through the line.”
Above the Line Advertising
Above the line advertising is the more traditional mass media adverting which is use in newspapers, on television, the radio and also the internet. It is mainly what comes to mind when people think of advertising. The main point of above the line advertising is aimed at a mass audience and its primary goal is to often build a brand.
Here are a few examples of the most common ATL advertising:
Above the line advertising is the more traditional mass media adverting which is use in newspapers, on television, the radio and also the internet. It is mainly what comes to mind when people think of advertising. The main point of above the line advertising is aimed at a mass audience and its primary goal is to often build a brand.
Here are a few examples of the most common ATL advertising:
- Television and radio commercials
- Display advertising (in newspapers, magazines, and, frequently on the Internet)
- Classified advertising (in newspapers and yellow pages)
- Billboard advertising
Below the Line Advertising
The most important change in advertising is devoted to what has become to be known as below the line advertising. Understanding below the line advertising is the key to not just understanding how advertising has changed but also how it is still adapting to the current models. The definitions of below the line advertising vary; roughly, it is advertising that delivers a tactile incentive to purchase a product (such as a coupon or a product sample).
The following methods are usually considered BTL advertising:
The most important change in advertising is devoted to what has become to be known as below the line advertising. Understanding below the line advertising is the key to not just understanding how advertising has changed but also how it is still adapting to the current models. The definitions of below the line advertising vary; roughly, it is advertising that delivers a tactile incentive to purchase a product (such as a coupon or a product sample).
The following methods are usually considered BTL advertising:
- Price promotions or discounting
- Coupons
- Gift-with-purchase
- Competitions and prizes
- Monetary refunds
- Loyalty incentives
- Point-of-sale displays
Traditional and Non-Traditional Advertising
Because the terminology is confusing below and above the line advertising is refereed too tradition and non-traditional advertising. Below the line being a non traditional and above the line being media advertising is a more tradition form of advertising.
The shift from non-traditonal too traditional advertising is based on three main factors:
- Perception: consumers want to feel engaged
- Interaction: consumers want to feel empowered and connected, and
- Measureability: consumer interactions are frequently easier to measure than ever before
Non traditional represents a change in the way brands want to interact will consumers. In the past, advertising has forcused mainly on brand awareness and recongnition, but non-tradtional advertising seeks instead to drive sale. It aims for efficiency of communication that traditional advertising does not.
Here is an example of a more traditional above the line form of advertisement..
This is an example of a non-traditional, below the line advertisement.