In fact, there is no line anymore.
Let’s start by defining the two terms Above the line and Below the line. Above the line (ATL) advertising is where mass media is used to promote brands and reach out to chosen target groups. These include conventional media as we know it, television and radio advertising, print as well as internet. This is communication that is targeted to a wider spread of audience, and is not specific to individual people.
Below the line (BTL) advertising is more one to one, and involves the distribution of pamphlets, handbills, stickers, promotions, brochures placed at point of sale, on the roads through banners and placards. It could also involve product demos and samplings at busy places like malls and market places, commuting junctions or residential complexes, as well as fairs of various sorts.
Now, as you are probably aware, all these ways of communicating interact with each other and with the consumer or candidate. And then there’s targeted and retargeted advertising, just to make things more intertwined. You need to use any and all ways available to you, in a planned and structured way, in order to be relevant to those you want to interact with – customers or future employees. That’s why there’s no line anymore.
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