Below-the-Line Promotion

 | June 02,2010 01:06 pm IST

Promotion can be loosely classified as "above-the-line" and "below-the-line" promotion. The promotional activities carried out through mass media like television, radio, newspaper, etc, are above-the-line promotion.

The terms 'below-the-line' promotion or communication, refers to forms of non-media communication, even non-media advertising. Below-the-line promotions are becoming increasingly important within the communications mix of many companies, not only those involved in FMCG products, but also for industrial goods.


Some of the ways by which companies do BTL (below-the-line) promotions are by exhibitions, sponsorship activities, public relations and sales promotions, like giving freebies with goods, trade discounts given to dealers and customers, reduced price offers on products, giving coupons which can be redeemed later, etc.


Some Interesting Examples of BTL Promotion

Most of the big brands are following the suit of BTL promotion because of rising prices of media-based promotion, advertising clutter and increased impulse purchasing.

Some of the interesting examples are: -

Most of the educational institutes like Career Launcher, Time and PT are holding informative workshops and free tests for students which give a direct interaction of these institutes with the target customer, and hence, a suitable platform to sell themselves.


Ring-tones and music-videos on cell phones are helping the entertainment industry to promote a music video or a movie for dirt-cheap rate as compared to media promotion.

Various companies sponsor sport events to promote their brands, but nowadays media companies like Hindustan Times are holding weekly events throughout the country in which companies can put up their stalls, display banners and posters, and arrange for some fun activities.


These events give the companies a platform at very low price to promote their brand and increase visibility among target consumers. These companies also give discount coupons to winners in the games, which in turn boost the sales of the products and ensure that first-time users try these products as well.


Pepsi organized an inter-school cricket event for 425 schools across 14 cities which did wonders for the company by promoting the brand amongst the right target customer for almost no cost.


Most of the pharmacy companies do BTL promotion by getting shelf-space through doctors to display their products or by giving away free calcium tablets again through doctors, knowing that for a patient a personal advise from a doctor would hold more value as compared to a commercial advertisement.


Another interesting BTL promotion was by NIKE, an athlete dressed up in Nike sportswear could be seen jogging on an elevated treadmill for the whole day on National Highway 8, Delhi.


BTL promotions are gaining popularity among all big companies nowadays considering their effectiveness because of the "individual customer promotion" at a price, which is much lesser than the normal media promotions.




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gaurav on 01/05/11 at 09:07 pm

its quite good than any other......i got it.

Alakh Sundaram on 04/07/11 at 10:41 pm

Its very nicely worded and meaningful. After searching so long i really got the meaning of the terms ATL and BTL promotion. Thanks a lot.