Through the line

Through the line

Through the line — «сквозь линию» — англоязычный рекламный термин переходного периода, связывающий два подхода к сегментированию каналов коммуникаций: традиционный, разделяющий все расходы на продвижение на ATL и BTL, и интегрированный, который уравнивает в правах все инструменты продвижения. Говоря о TTL, как правило, подразумевают «смешивание» нескольких каналов коммуникации для донесения единого рекламного сообщения, что при грамотном планировании становится весомым аргументом рекламодателя в постоянной борьбе за внимание потребителя. Обозначает кампанию, в которой одновременно задействованы средства ATL, BTL, event marketing и т. д. Хорошим примером может быть промоакция типа «приз под крышкой» с поддержкой в медиа. При этом призом акции является билет на концерт популярной западной рок-группы, организатором которого является продвигаемый бренд.


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