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Brand building
glossary

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B

below-the-line (BTL)

Traditionally, tightly targeted marketing activities that run outside mass media channels. Includes PR campaigns, direct marketing, promotions, events, sponsorship, and digital channels including social media and email. ‘Line’ definitions are becoming more blurred as communications channels multiply and become multipurpose.

See also: above-the-line (ATL), earned, owned, paid media, through-the-line (TTL)

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