The accountability lines between above-the-line marketing (actions that focus on awareness-building, sentiment, and recall), and below-the-line marketing (directed at activities like promotions ...

TWO TERMS IN COMMON USAGE Just about every marketing practitioner in Jamaica speaks of above-the-line (ATL) and below-the-line (BTL) advertising. But when asked to explain the meaning and or ...

The British challenger bank just dropped its first above-the-line campaign in five years. Its newly appointed marketing chief AJ Coyne, a judge at The Drum Marketing Awards 2024, tells us why.