Name: Below the Line (Advertising) (en Inglés)
SKU: 25114907
Price: 2787.64 MXN
Availability: InStock
Author: John Mcbrewster
ISBN: 9786134134439

portada Below the Line (Advertising) (en Inglés)

Below the Line (Advertising) (en Inglés)

Formato

Libro Físico

Editorial

Alphascript Publishing

Autor

John Mcbrewster

Año

2010

Idioma

Inglés

N° páginas

ISBN

6134134430

ISBN13

9786134134439

N° edición

Below the Line (Advertising) (en Inglés)

John Mcbrewster (Autor) · Alphascript Publishing · Libro Físico

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Reseña del libro "Below the Line (Advertising) (en Inglés)"

Please note that the content of this book primarily consists of articles available from Wikipedia or other free sources online. Above the line (ATL) below the line (BTL) and through the Line (TTL) in organizational business and marketing communications are advertising techniques. In a nutshell while ATL promotions are tailored for a mass audience Bs are targeted at individuals according to their needs or preferences. While ATL promotions can establish brand identity BTL can actually lead to a sale. ATL promotions are also difficult to measure well while BTL promotions are highly measurable giving marketers valuable insights into their return on investment. Promotional activities carried out through mass media such as television radio and newspaper are classed as above the line promotion. Below the line promotion refers to forms of non media communication or advertising and has become increasingly important in the communications mix of many companies not only those involved in fast moving consumer goods but also for industrial goods.