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ATL & BTL Agencies refer to two different styles of marketing agencies, especially in promotion marketing and communication. "ATL" stands for "Above The Line", meaning that the advertising is going to be deployed around a wider target audience, e.g. television (TVC), radio, or billboards. applicable when a product is directed for a broader spectrum of consumers, for example a soft drink ...
European Grouping of Marketing Professionals/CEDIPAC SA (dissolved in 1995) European Home Retail (dissolved in 2007) Fortune Hi-Tech Marketing (dissolved in 2013) FundAmerica (bankrupt in 1990) [25] Holiday Magic (dissolved in 1974) House of Lloyd (a.k.a. "Christmas Around the World") (filed for Chapter 11 bankruptcy in 2002)
The term above the line is used for advertising involving mass media; more targeted forms of advertising and promotion are referred to as below the line (BTL). [ 63 ] [ 64 ] The two terms date back to 1954 when Procter & Gamble began paying their advertising agencies differently from other promotional agencies. [ 65 ]
Nike's logo and slogan ("Just do it") appear in several images either altered or adjusted, often highlighting the company's use of sweat shop labor. [7] Following the BP oil spill in the Gulf of Mexico in 2010, several satirical logos reflecting a negative image were born out of a contest sponsored by Greenpeace. [8]
Marketing buzz or simply buzz—a term used in viral marketing—is the interaction of consumers and users with a product or service which amplifies or alters the original marketing message. [1] This emotion, energy, excitement, or anticipation about a product or service can be positive or negative.
Above the line may refer to: Above the line (filmmaking), an accounting term used in film production to denote expenditures that occur prior to filming; Above-the-line deduction, a type of tax deduction in the United States of America; Above the line (advertising), advertising involving mass media; A component of contract bridge scoring
Marketing activation can be enriched with the use of online tools. The advent of online video has opened up many opportunities for marketers who use it to engage customers in more compelling ways with new forms of advertising. YouTube, for example, "has given marketers a platform for celebrating and amplifying nearly every marketing activation ...
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