Below-the-line advertising is an advertising strategy where products are promoted in media other than mainstream radio, television, billboards, print, and film formats. The main types of below-the-line advertising systems include direct mail campaigns, social media marketing, trade shows, catalogs, and targeted search engine marketing. Below-the-line advertising methods tend to be less expensive and more focused versus above-the-line strategies.
Businesses often present their products and services through the local Chambers of Commerce. Banks host mortgage seminars to answer questions about mortgages, interest rates, and home affordability with the goal of landing new loan customers.
Of course, there's no perfect marketing tool that works each and every time. Instead, companies often subscribe to multiple strategies. For example, a company might send out a direct mailing of fliers advertising an upcoming event that the company is hosting at the local convention center.
