Below-the-line technique

The marketing technique used to let consumers get into contact with products by tasting, touching and experiencing them on the selling site and in that sense, closing the selling deal.

below-the-line method
BTL technique
below the line technique

knowledge

sector-specific

Below-the-line technique is an essential knowledge of the following occupations:

Promotion manager: Promotion managers plan and implement the implementation of promotional programs in the point-of-sale of products. They coordinate all efforts from personnel, below-the-line (BTL) advertising material, and conventional advertising efforts in order to raise awareness of a specific promotion.

Below-the-line technique is optional for these occupations. This means knowing this knowledge may be an asset for career advancement if you are in one of these occupations.

Marketing manager: Marketing managers carry out the implementation of efforts related to the marketing operations in a company. They develop marketing strategies and plans by detailing cost and resources needed. They analyse the profitability of these plans, develop pricing strategies, and strive to raise awareness on products and companies among targeted customers.
Advertising media planner: Advertising media planners advise on the best communication media platforms to convey ideas. They analyse advertising plans in order to assess the aim and objective of the marketing strategy. They assess the potential and response rate that different communication channels might have on the transmission of a message related to a product, company, or brand.

References

1. Below-the-line technique – ESCO