Formatos de comunicación comercial Bellow the line: aspectos teóricos y prácticos
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AuthorPablo Lavín, Alejandro de
ABSTRACT: This Project shows characteristics of Below the Line (BTL) advertising.
It begins with the explanation of three important concepts to better understand this kind of advertising: marketing, communication and advertising.
First of all, marketing is a process which defines the actions to broadcast the message of a company. Secondly, communication is responsible for broadcast these messages and it’s beneficial when it’s consistent and useful. Finally, advertising is the place where the foregoing is captured. It should be aimed at the audience the company wants to have or maintain.
Above the Line (ATL) and Below the Line techniques are explained to compare their general characteristics later.
Above the line advertising consists of television, cinema, radio, print and outdoor advertising. Advertiser sends messages through mass media. On the other hand, BTL sales promotion uses different methods of advertising, which encourage customers to purchase. It may include a lot of activities such as direct marketing, sponsorship, sales promotion, telemarketing, etc.
Despite of the fact that BTL is usually joined to ATL, what makes it different is that the first group of techniques, not only intend to draw attention but establish a relationship with the customer. In this way, current advertising saturation problems are avoided and the memory of an ad and the brand image are strengthened.
This kind of advertising has several advantages over ATL like its low cost, versatility, high segmentation, direct contact with customers and Publicity, among others.
For these reasons, it has a greatest investment; especially in direct mailing, phone marketing and point-of-sale advertising, despite the current crisis and the advertising budget cut.
The future of BTL focuses on new technologies, social awareness and a more personal advertising.