Below the line

Das Attribut below-the-line (engl. für unter der Linie, Abk. BTL) wird im Marketing für alle so genannten „nicht-klassischen“ Werbemaßnahmen verwendet. Sie stehen damit im Gegensatz zu den Above-the-line-Maßnahmen.

Zu den Below-the-line-Maßnahmen zählen unter anderem:

Die Bezeichnung rührt vom Bildnis der Wasserlinie eines Schiffes her: Alles darüber Befindliche (die „klassische“ Werbung) ist für jedermann leicht erkennbar, das darunter Befindliche hauptsächlich nur für die gezielt Beworbenen. Dieses Bild ist jedoch nicht immer konsistent. So gilt z. B. Online-Werbung als below-the-line, obwohl sie sich in ihrer Sichtbarkeit und Zielorientierung nicht grundsätzlich von der Above-the-line-Werbung unterscheidet. Einem anderen Ansatz nach wurde zuerst das Budget für klassischen Werbemaßnahmen (ATL) geplant. Was unter dem Strich - "below the line" - noch übrig blieb, konnte für BTL-Maßnahmen verwendet werden.

Below-the-line-Werbung gilt insgesamt als direkter, persönlicher und zielgruppenspezifischer. Der Kontakt zwischen Werbendem und Beworbenem ist enger, und meist gibt es weitaus bessere Rückmeldungen über den Erfolg der Maßnahmen, sowohl insgesamt als auch auf die einzelne Person bezogen.


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