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Above, below and through the line, The press, Branded content - Coggle…
Above, below and through the line
Above-the-line
Above-the-line (ATL) is a form of media advertising where a commission or fee is paid to an agency working for its clients. The commission represents a percentage of the media investment - that is, how much is spent on media during the advertising campaign.
ATL campaigns appear, or run, in mainstream or mass media.
The advertiser (the client) briefs, or informs, the advertising agency (also known as the ad agency) on the advertising objectives.
Below the line
Below-the-line (BTL) refers to any non-media advertising or promotion. Marketing services agencies are experts in BTL tactics, such as direct mail, exhibitions, point-of-sale, or street marketing
- Ad avoidance – consumers actively trying not to be exposed to advertising. Ad avoiders change channels during advertising breaks; this is sometimes known as zapping.
- Media fragmentation – audiences are becoming smaller, or more fragmented, as the choice of media grows.
Through the line
Some agencies now offer through-the-line (TTL), also known as full services. A full service marketing agency offers both ATL and BTL in blended marketing. TTL is also referred to as holistic marketing or 360 degree branding. It uses multi-channel marketing, using both ATL and BTL communication channels to build brands. TTL can be very effective at drawing attention to your brand - getting people to notice it.
The press
Newspapers
Most newspapers are dailies, printed every day. Some are weeklies, printed once a week.
Tabloids are newspapers with a smaller format than broadsheets. Originally broadsheets carried more economic and political reports and were more serious.
Choosing titles
The advertising sales department of a newspaper or magazine sells advertising space or advertising positions in their publications. As part of the sales effort, ad salespeople work with the marketing team to prepare media packs
Magazines
Magazines can be weekly, published every week; fortnightly, published every two weeks; monthly, published every month.
Branded content
Types of branded content
Advertiser-funded programmes: the name for branded content on TV and radio, this is now a common feature of the audio-visual landscape.
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Digital media networks: this has screens with information, news or entertainment in public places such as train stations.
Mobile or wireless content: brands provide content such as mobile games, logos and ringtones.
Contract publishing: many brands have gone beyond producing advertorials – advertising in a newspaper or magazine presented to resemble an editorial article.
Advergaming: embedding, or integrating, the brand values in advergames – video games produced by advertisers - enables advertisers to reach young adults, who often avoid conventional advertising.
Product placement or integration: a product or a product reference (when someone mentions the product) appears in an entertainment property.
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Efficiency
Marketers need to ensure that branded content serves the marketing communication objectives as well as the editorial needs of the broadcaster. Branded content can generate huge media exposure (reach a lot of people), and achieve media standout – get the brand noticed. Some advertisers assess media efficiency by calculating the cost of buying equivalent airtime - that is, the same amount of airtime using conventional advertising.
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