Below-the-Line

What does below-the-line mean?

[fusion_dropcap color="var(--awb-color4)" class="fusion-content-tb-dropcap"]B[/fusion_dropcap]elow-the-Line bedeutet „Unter der Linie“ und gehört zum Bereich Marketing. Hiermit sind alle Marketing-Maßnahmen, die dazu beitragen sollen, ohne erkennbare Werbung Produkte und Dienstleistungen bekannt zu machen. Es sind sogenannte nicht-klassische Werbemaßnahmen und stellen das Gegenteil von Above-the-Line measures.

How are below-the-line measures implemented?

Below-the-line measures are possible in a wide variety of media. In contrast to above-the-line methods, these measures do not address customers directly. Some examples of below-the-line marketing:

• Sponsoring
• Direct marketing
• Public Relations
• Promo campaigns
• Sales promotion

Especially at trade fairs and events, the Below-the-Line marketing is more important than the ATL measures. Sales are promoted indirectly by the promoters. For example, they distribute small giveaways and product samples, organise competitions and communicate directly with customers. Recruitment agencies for trade fairs and events have the appropriate Personnel for a wide variety of events. These are organised by a professional Agency Of course, they are legally employed on a short-term basis. Good agencies offer the best jobs in the host/hostess and promoter sector, so that interested parties can apply for exciting offers.

Are below-the-line measures better for the company?

In contrast to above-the-line marketing, below-the-line measures are more target group-specific and, above all, more personalised. The different methods result in closer contact between the company and the potential customer. Experience has shown that this variant provides better feedback on success, which is very important for advertisers. This allows them to better harmonise future measures.