Below the line

Below the Line
A term applied to marketing that carries a response mechanism. This includes coupons, DRTV and telemarketing (verbal responses).

Below the line (BTL): an advertising technique that uses less conventional methods the ATL advertising, such promotions, direct marketing, sponsorship and public relations ...

Below the line
“Below the line' is a term commonly used to refer to non-media advertising or promotion when no commission has been paid to the advertising agency.

Below the line
A traditional term to describe alternatives to the mass media approach to promotion
Boston Consultancy Grid / Matrix ...

Below the line (BTL)
A type of sales promotion focusing on short-term incentives, usually targeted toward consumers.
Beyond the banner ...

sometimes described as "above the line" (media advertising such as radio, TV, newspapers, magazines) or "below the line" (non-'media' methods such as brochures, direct-mail, exhibitions, telemarketing and public relations), ...

Corporate Sponsorship - a form of below the line advertising in which a corporation offers funding to a group, association, sporting body, etc. in return for a range of promotional opportunities.

Direct Marketing.
Trade Fairs and Exhibitions.
Advertising (above and below the line).
Sponsorship.
Packaging.
Merchandising (and point-of-sale).
EMarketing (and Internet promotions).
Brands.

Advertising for which a payment is made and for which commission is paid to the advertising agency.
Also see 'Below the line' and 'Push versus pull promotion'.
Accompanied shopping ...

relies on the next link in the distribution chain - e.g. a wholesaler or retailer - to "push" out products to the customer. It revolves around sales promotions - such as price reductions and point of sale displays - and other below the line ...

See also: Sales, Promotion, Marketing, Service, Customer