Why Companies shifted their Marketing expense from Offline to Online?
Now the shift in marketing spend is from mass media branding efforts to targeted marketing, direct response marketing, including user interactive marketing.
Above-the-line marketing or Mass Media Marketing, that utilizes generic messages to build awareness is no longer the best way to influence the customer. Below-the-line initiatives are more successful because they stress targeted and customer-centric communications.
What are ATL and BTL activities?
Above The Line (ATL) advertising is where mass media is used to promote brands and reach...read more
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