Summary Marketing Communication Strategy

TOPIC 5 – MARKETING
COMMUNICATION STRATEGY
ABOVE THE LINE

ABOVE THE LINE (ATL) ADVERTISING

• Aimed at a large audience

• Channels : radio, tv, magazines, newspapers, cinema, out of home, …

• Mainly used to enhance the brand awareness or brand image in the long
term

• Sometimes also used for action communication

• Effect = not always easy to measure



BELOW THE LINE (BLT) ADVERTISING

• Aimed at a smaller audience, more targetted

• Channels: direct marketing, e-mail, telemarketing, social media marketing, sales
promotions, experiential marketing, …

• Mainly used to increase sales in the short term (action communication!)

• Sometimes used for image building

• Effect = perfectly measurable

=>return on investment = clear



ABOVE THE LINE COMMUNICATION MEDIA

1. Radio (audio)

2. Newspapers

3. TV (video)

4. Magazines

5. Outdoor/Out-Of-Home (OOH)

6. Cinema

7. Door to door