#
BELOW THE LINE (BTL) marketing and advertising activities represent the other side of a marketer’s brand awareness and consumer targeting strategy. This includes lead generation activities, e-mail, direct mail, interactive services, promotions, event sponsorships, events like road shows, etc, in statement banners, etc. consumers today are savvier in terms of advertising messages and tend to respond more to offerings that are based on their own interests. Numerous forms of below the line advertising that do not involve the purchase of space and time in the media.