{"id":3081,"date":"2019-06-04T07:49:09","date_gmt":"2019-06-04T07:49:09","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=3081"},"modified":"2025-04-19T10:20:14","modified_gmt":"2025-04-19T08:20:14","slug":"what-is-above-the-line-and-below-the-line-advertising","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/what-is-above-the-line-and-below-the-line-advertising\/","title":{"rendered":"What is Above the line and Below the line Advertising?"},"content":{"rendered":"
\"DSM<\/div><\/div>

Traditionally, most advertising campaigns are segmented into above the line (ATL) and below the line (BTL) advertising<\/a>.\u00a0 But what does this mean?\u00a0 And why are marketing campaigns done in a way that targets these two categories in particular?\u00a0 And how do you know when you have this mix just right?\u00a0 It\u2019s an ongoing discussion in the advertising world and the old clich\u00e9 of \u2018never putting your eggs in one basket\u2019 certainly does ring true with above and below the line advertising.<\/p>\n

Above the line vs Below the line advertising<\/h2>\n

What\u2019s the difference between below and above the line marketing?<\/strong><\/h2>\n

Above and below the line <\/span>marketing<\/span><\/a> practices are not new<\/span>. They\u2019ve both been around quite a while and continue to be important in our modern age of advertising.\u00a0 Since the dawn of marketing and advertising both concepts have been used depending on the audience that is being targeted.\u00a0 It\u2019s important to note that both forms of advertising have their own unique benefits and advantages.<\/p>\n

Generally, above and below the line advertising fall into two categories, as shown below:<\/p>\n