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 with the company Proctor and Gamble paying their advertising agencies a different rate and separately from the agencies who took on the other promotional activities.
Besides, What is above and below-the-line?
In filmmaking, above the line refers to the budget for directors, actors, story writers, and the likes, while below the line includes the rest of the production team or crew. In marketing, above the line is related to mass media marketing, while below the line is direct marketing.
Also, Is Social Media BTL or ATL?
Social Media as BTL:
Content specific to a niche audience, well-targeted advertising, lead generation campaigns can all be considered as BTL activities. … On similar lines a tweet can be considered as an ATL promotion, however, a mention/retweet is a BTL activity.
Herein, What is the difference between ATL BTL and TTL? ATL Marketing’ stands for ‘Above the Line Marketing’. … ‘TTL Marketing’ stands for ‘Through the Line Marketing’. This kind of marketing is really an integrated approach, where a company would use both BTL and ATL marketing methods to reach their customer base and generate conversions.
Is PR above or below the line?
Below the line (BTL)
These include communications such as direct mail, sponsorship, brochures, PR, and email marketing etc.
25 Related Questions and Answers
What is below the line usage?
Below The Line (BTL)
Below the line usage is for more targeted consumers, where you don’t need everyone to see the advert, just the more niche group of people who will purchase whatever it is you’re selling. So things like memory cards for cameras, fitness supplements, a luxury watch brand.
Is a DP above the line?
Occasionally, the cinematographer (also called director of photography) is included in the above the line credits—however, this is usually only reserved for extremely well-known cinematographers.
Which expenses are deducted above the gross profit line?
Definition: The “line” generally refers to gross profit. Above that line on the income statement, typically, are sales and COGS (cost of goods sold) or COS (cost of sales or cost of services). Below the line are operating expenses, interest, and taxes.
What is ATL and BTL with examples?
THROUGH THE LINE ADVERTISING
In a nutshell, it’s a marketing strategy that is used for campaigns that seek to achieve brand building as well as conversions. An example of TTL advertising is digital marketing strategies that offer ATL advertising benefits while acting as BTL communication to the customers.
Is paid search below the line?
Below-the-Line (BTL)
Both large and small businesses use these BTL techniques, which include paid search, social media marketing, special events, content marketing, search engine optimization (SEO) and public relations.
Is sponsorship above the line?
Generally, above and below the line advertising fall into two categories, as shown below: Above the line advertising – ATL is used when the focus is on mass media promotion to reach a large audience. … BTL includes marketing activities such as brochures, direct mail, flyers, sponsorships and email campaigns.
Why is above the line important?
Here are a few main benefits of above the line advertising: Brand awareness – ATL is best for boosting brand awareness on a very large scale and has an impressive impact on brand recognition by consumers. … Reach – No other form of advertising is as effective in reaching a large audience than ATL advertising.
What is the meaning of below lines?
(also below the line); (abbreviation BTL) MARKETING. relating to advertising, such as trade shows and direct mail, which communicate more directly with customers and are less expensive than television and newspaper advertising: below-the-line marketing.
What is above the line activities?
Above the line or ATL consists of activities (advertising) that are not targeted at a specific customer and covers a wider territory. The main focus behind adopting ATL activity is to make the people aware of the product. In this case, the people buying the product weighs less compared to the awareness raised.
What does digital usage mean?
1. Digital Usage Rights. Digital is a very broad term because of how vast the internet is. When you have digital usage rights of a product then you may only use its digital version. It cannot be used anywhere other than the digital world/community and it also cannot be used for commercial purposes.
What does digital usage cover?
Basic usage rights offers the following protection: Use of assets on digital media. Commercial use of royalty-free content, including print and digital advertising, promotions, website, and banner ads.
Who writes scripts?
A screenplay writer (also called screenwriter for short), scriptwriter or scenarist, is a writer who practices the craft of screenwriting, writing screenplays on which mass media, such as films, television programs and video games, are based.
What is above the line promotion?
variable noun. Above-the-line promotion is the use of promotional methods that cannot be directly controlled by the company selling the goods or service, such as television or press advertising. Compare below-the-line promotion.
How much do first ads make?
The annual salary for a 1st AD depends on multiple factors, including where the production takes place, the scope of the project, the experience of the 1st AD, and the number of jobs they get in a given year. All these factors combined, the average salary of a 1st AD is between $50,000 and $75,000.
What are examples of below the line deductions?
Below-the-line deductions: Itemized deductions such as charitable donations and medical, tax, interest, and miscellaneous expenses.
What is a good gross profit margin?
A gross profit margin ratio of 65% is considered to be healthy.
Does a business pay tax on gross or net profit?
Income taxes are based on the gross profit that your business earns after subtracting operating expenses from gross revenue. You must pay federal income tax on the profit that your business earns by April 15 of the year following the year in which you earned the income.
