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Brand building glossary

through-the-line (TTL)

A combination of above- and below-the-line marketing. Through-the-line is increasing in popularity and effectiveness, as ‘line’ definitions become more blurred from communications channels multiplying and becoming multipurpose. Also called 360º marketing.

 

 

Related terms

earned, owned, paid media

These three channel categories generally complement each other in a through-the-line strategy. Earned media is unsolicited positive coverage by third parties. Examples include word of mouth...

omnichannel

A consistent customer experience across multiple channels, online and offline. Websites, apps and retail spaces offering a uniform experience amplifies the effectiveness of the branding and...

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