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ATL & BTL Agencies refer to two different styles of marketing agencies, especially in promotion marketing and communication. "ATL" stands for "Above The Line", meaning that the advertising is going to be deployed around a wider target audience, e.g. television (TVC), radio, or billboards. applicable when a product is directed for a broader spectrum of consumers, for example a soft drink ...
The term above the line is used for advertising involving mass media; more targeted forms of advertising and promotion are referred to as below the line (BTL). [ 63 ] [ 64 ] The two terms date back to 1954 when Procter & Gamble began paying their advertising agencies differently from other promotional agencies. [ 65 ]
Above the line may refer to: Above the line (filmmaking), an accounting term used in film production to denote expenditures that occur prior to filming; Above-the-line deduction, a type of tax deduction in the United States of America; Above the line (advertising), advertising involving mass media; A component of contract bridge scoring
Programmatic display advertising, or real time bidding (RTB), transformed the way digital display advertising is bought and managed in recent years. Rather than placing a booking for advertising directly with a website, advertisers will manage their activity through a ( demand side platform ), and bid to advertise to people in real time, across ...
However, since some ideas resonate with the public with persistence, many advertising slogans retain their influence even after general use is discontinued. If an advertising slogan enters into the public vernacular, word-of-mouth communication may increase consumer awareness of the product and extend an ad campaign's lifespan, [ 8 ] or cause a ...
A web banner or banner ad is a form of advertising on the World Wide Web delivered by an ad server. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. In many cases, banners are delivered by a central ad server.
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The extended marketing mix is used in the marketing of services, ideas and customer experiences and typically refers to a model of 7 Ps and includes the original 4 Ps plus process, physical evidence and people. Some texts use a model of 8 Ps and include performance level (service quality) as an 8th P.