Above-the-line (ATL) marketing channels typically utilize media such as radio, television, outdoor and print which strive to reach mass audiences with messages that reinforce brands, communicate general product information or inspire emotional response. These forms of marketing alone typically aren’t affordable for small companies as it takes high dollars to create the frequency needed to make these campaigns successful.
Below-the-line (BTL) is data driven, highly measurable and focused on customer acquisition and retention programs. This form of marketing includes targeted, direct marketing efforts that offer convenient response mechanisms and comparable ease in measurability. Examples of BTL marketing are online cost-per-click keyword campaigns, email marketing, database marketing, direct mail, Internet marketing, insert media and promotional marketing. This form of marketing is appealing to small and medium size companies as there is a direct response that is highly trackable and typically shows instant ROI. Vision House specializes in this form of marketing.
Growing effectiveness of "multi-channel" campaigns (those that cross multiple media) reinforce demand for tactics that establish one-to-one relationships between marketers and consumers. The Internet Advertising Bureau found that well-executed multi-channel campaigns generate a 7 to 34 percent sales lift. At Vision House, we help you find the balance and tailor it to your specific business to deliver optimum results.
4/21/06 
