Below the line advertising

From CEOpedia | Management online

Below-the-line promotions include any marketing communication containing a reward, either economic or experiential, which motivates a specific action by the target audience during a defined time period. It provides the ‘reason to buy now’ and, are increasingly becoming important part of the integrated communications mix of many companies Below-the-line marketing consists of channels that strive to establish targeted relationships between marketers and individual consumers; it includes:

  1. Direct mail.
  2. Direct response broadcast.
  3. Direct response print.
  4. Event marketing.
  5. Interactive marketing viz.

(Jasmine Z.F, 2010 p.141-).

What is below-the-line marketing?

Below-the-line marketing is an advertising strategy that promotes products and services in media other than mainstream media platforms such as radio, television, billboards, print, and film. The main types of advertising systems for below-the-line marketing include direct mail campaigns, social media marketing, trade shows, catalogs, and targeted search engine marketing. Below-the-line advertising methods tend to be more cost-effective and focused than above-the-line marketing strategies. (Фурс M.A, 2020 p.1-3)

There are three types of marketing tactics:

  1. above-the-line marketing which methods are ideal for general brand awareness
  2. below-the-line marketing which tactics are preferred for fostering direct relationships with potential customers
  3. on-the-line marketing which is a combination of both. In this article, we will mainly focus on what below-the-line marketing is and what benefits it has over other types of marketing strategies.

===what is "the line"?===

By 1954, Proctor & Gamble began diversifying the services it commissioned from multiple companies and agencies, dividing them into direct mail and broader advertising campaigns. A line was formed like this. This line is the concept that separates direct, targeted, and focused campaigns from broader campaigns without specific, clear goals or direct ROI. The latter is primarily used to build brand awareness and convey brand messages and tone.

The benefits of below-the-line marketing

Below-the-line marketing aims to reach the consumer directly, rather than casting a wide net to reach a large audience. Instead, below the line marketing campaigns can focus on in-store demonstrations of a product or service that consumers might want to see in person. Below-the-line marketing strategies allow for a more immersive experience where sellers can answer direct questions and describe their product or service in a more concise way than an indirect marketing form.

Below-the-line marketing strategy usually reaches fewer people but is way more selective about whom it reaches. Below-the-line marketers usually conduct extensive market research to try and identify a niche group of consumers more likely to purchase their product. The consumers are demographically identified to reach the right kind of consumer for more personalized, and direct advertising. This also means the ROI (return on investment) from a below-the-line advertising campaign is usually higher than an above-the-line advertising campaign.

Arguably the biggest advantage of below-the-line marketing tactics is its lower costs. Direct mailing advertising or search engine marketing is far cheaper than any above-the-line marketing tactic and below-the-line marketing tactics are also easier and cheaper to scale up or down in terms of range or volume. another advantage of below-the-line marketing is its ease to track the conversion of said tactics with their intended consumer. In comparison to above-the-line marketing where it is easy to track the effectiveness of such advertising the overall gauge impact is hard to determine. Whereas below-the-line marketing tactics can precisely track the links consumers click to provide the seller's analysts with more exact information. In conclusion, below-the-line marketing advertisements are cost effective and provide a business with more reliable, and more concise data about its effectiveness.

"Guerilla marketing"

Since the late 1990s, BTL has introduced 'buzz', 'viral' or 'guerrilla' marketing aimed at drawing attention to all kinds of products. This is characterized by the advertisement undermining the transparency of the message, leading consumers to believe that they are discovering something for themselves (hence the "guerrilla"). For example, marketers pay teenagers to talk about products with their friends, ask them to do sidewalk graffiti, or to create events and websites that do not contain overt brand imagery. but instead include Brand Match products without overtly delivering a sales message over a particular brand or product. This type of marketing is especially popular for industries of which it is not legal to participate in mainstream media, such as the tobacco industry (Sudirman, J. J, 2003, p.13).

Examples of Below the line advertising

  • Direct Mail: Direct mail is a form of below the line advertising that involves sending marketing messages directly to potential customers via physical mail.
  • Email Marketing: Email marketing is a form of below the line advertising that involves sending marketing messages directly to potential customers via email.
  • Coupons: Coupons are a form of below the line advertising that can be used to drive sales and loyalty.
  • Telemarketing: Telemarketing is a form of below the line advertising that involves making phone calls to potential customers to promote products and services.
  • Product Sampling: Product sampling is a form of below the line advertising that involves giving away free samples of products to potential customers.
  • In-Store Promotions: In-store promotions are a form of below the line advertising that involve running promotions and other activities in-store to drive sales and loyalty.
  • Trade Show Events: Trade show events are a form of below the line advertising that involve setting up booths at trade shows to promote products and services.
  • Point of Sale Displays: Point of sale displays are a form of below the line advertising that involve setting up displays at retail locations to promote products and services.

Limitations of Below the line advertising

Below the line advertising has certain inherent limitations. These are:

  • It does not reach a large audience. As it does not involve mass media, the reach is limited and the message may not be able to penetrate the market.
  • It is expensive. As it is targeted to a specific segment, the cost of advertising may be high.
  • It is difficult to measure the success of the campaign. As the target audience is limited, measuring the success of the campaign may be difficult.
  • It is not suitable for every product or service. Not all products and services require a targeted approach and below the line advertising may not be the right choice.

Other approaches related to Below the line advertising

  • Direct mail: Direct mail is a marketing strategy where businesses send out mailers, flyers, postcards, and other physical advertisements to a wide range of people.
  • Trade shows: Trade shows are a great way to showcase products or services to potential customers. Companies can meet customers, create new relationships, and demonstrate their products and services face-to-face.
  • Public relations: Public relations involves creating a positive public image and influencing public opinion in favor of a particular group or organization. It includes activities such as crafting press releases, conducting interviews, and working with influencers.
  • Point of sale (POS) marketing: POS marketing involves placing advertisements at the point of sale. This might include in-store displays, digital signage, or any other type of advertisement that is seen at the point of purchase.
  • Affiliate marketing: Affiliate marketing is a type of performance-based marketing where businesses reward affiliates for each sale they make. This type of marketing is often used to drive online traffic and increase sales.
  • Catalogs: Catalogs are printed collections of products that businesses can use to showcase their offerings. They are often used to encourage customers to purchase products or services.

In summary, Below-the-line promotions include direct mail, trade shows, public relations, point of sale marketing, affiliate marketing, and catalogs. These approaches offer marketers ways to create targeted relationships with individual customers and to motivate their purchasing behavior.


Below the line advertising — recommended articles
In store marketing — Buzz marketing — Types of advertising — Advertising media — Digital marketing strategy — Influencer marketing strategy — Advertising message — Promotion mix — Areas of marketing

References

Author: Aron van der Putten

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