BTL - Sales Glossary - Upnify
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BTL (Bellow the line)

Consist of highly targeted, memorable and direct advertising activities focused on specific groups of consumers. Often referred to as direct marketing strategies, below the line strategies focus more on conversions than on brand building. It is used through unconventional means, the most representative includes outdoor advertising, direct mail marketing, sponsorships, brand activation and point-of-sale marketing.

Examples of BTL strategies includes sponsorships, activations, retail marketing, product placement, online branding, direct marketing, public relations and advergaming.