Advertising can be typically be grouped into two categories: above-the-line and below-the-line advertising. Above-the-line advertising is typically marketing that is done by ad agencies and ...

The ratio has shifted from these above-the-line campaigns to smaller, more tailored below-the-line marketing, with more companies choosing not to run large, expensive shotgun media campaigns.

Below-the-line advertising methods tend to be less expensive and more focused, reaching customers more directly than above-the-line strategies. Below-the-line advertising promotes products in ...

There’s no longer an above-the-line or below-the-line in marketing and advertising. The accountability lines between above-the-line marketing (actions that focus on awareness-building ...

A new study conducted by Winterberry Group indicates that marketing efforts are shifting from above-the-line (ATL) to below-the-line (BTL) efforts. In other words, marketing campaigns are moving away ...

To quote Michael John Baker from The Marketing Book, the terms ‘Above The Line’ and ‘Below The Line’ came into existence way back in 1954 when Proctor and Gamble paid their advertising ...

In the world of advertising, a once-descriptive line is becoming less and less relevant – that which separates above-the-line (ATL) media from below-the-line (BTL) media. ATL advertisers (TV, print) ...

Above-the-line marketing spending, which encompasses brand marketing designed to reach a mass audience, will grow at a steady clip from its $200 billion level in 2003 to around $250 billion in 2007.