For non-officiants for BTL advertising agency lingo, below-the-line advertising refers to promotional activities that are targeted towards a specific audience, rather than being broadcast to a broad demographic through mass media channels like TV, radio, or billboards. Examples of below-the-line advertising include direct mail, email marketing, telemarketing, social media marketing, public relations, and event sponsorships.
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The types of businesses that benefit the most from below-the-line advertising are those that have a more niche or targeted audience. These businesses may include:
MSMEs typically have a smaller budget for advertising. So an advertising agency would use BTL advertising to target specific audiences with greater accuracy.
Startups need to create brand awareness quickly and cost-effectively, and below-the-line advertising can help them do this.
Business-to-business (B2B) companies often have a smaller target audience. An advertising agency would use below-the-line advertising as it can be more effective in reaching decision-makers.
Businesses that offer niche products or services, such as luxury brands or speciality foods, can benefit from below-the-line advertising to reach their specific audience
