2. PEUM Unit 32 Above, below, through the line
ATL BTL TTL
PEUM Unit 32 Above, below, through the line

3. ATL
Above the line = advertising in (mass) media
BTL
Below the line = non-media promotion
direct mail
street marketing
exhibitions, trade fairs
points of sale
merchandising
TTL = full service
Through the line = media + non-media advertising
blended marketing

4. Definition of 'Long Tail'
In business, long tail is a phrase coined by Chris Anderson, in Anderson argued that products that are in low demand or have low sales volume can collectively make up a market share that rivals or exceeds the relatively few current bestsellers and blockbusters, but only if the store or distribution channel is large enough. Investopedia explains 'Long Tail'
The tail of a distribution represents a period in time when sales for less common products return a profit due to reduced marketing and distribution costs. Long tail is when sales are made for goods not commonly sold. These goods can return a profit through reduced marketing and distribution costs.
The long tail also serves as a statistical property that states a larger share of population rests within the tail of a probability distribution, especially when it comes to buying patterns.
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5. Listening BB 11 Which 4 advertising media does he talk about?
You will hear an iterview with the director of an advertising agency.
Which 4 advertising media does he talk about?
Which 3 media are becoming more important?

6. Listening BB 11 Which 4 advertising media does he talk about?
TV advertising
online advertising – banners, pop-ups
DVDs
(controlled) Word of mouth
„commercial
advertising“ (hiring
people for W-O-M)

7. Listening BB 11 Which 3 media are becoming more important?
online advertising
DVDs
commercial
advertising W-O-M (controlled or
online)

8. PEUM 32 – 71/32.2
ABOVE-THE-LINE + ADVERTS ATTENTION AVOID BELLOW-THE-LINE+ BLENDED
ATL FRAGMENTED MEDIA STRATEGY BTL TACTICS

9. PEUM 32 – 71/32.3 Ford is using the internet to tap…
into the Long Tail. advertising on TV. power, by appealing to children. marketing. adverts at football stadiums.
Ford is using the internet to tap…
Ford is only using interruptive…
Ford is using pester…
Ford is using multi-channel
Ford has display…