BTL

BTL (below the line) - a set of marketing communications, including:

• sales promotion;
• merchandising;
• POS materials;
• direct marketing;
• public relations.

BTL allows you to deliver an advertising message or a call to purchase directly to an individual consumer. In this case, the message is as personal and individual as possible, and the place of exposure is as close as possible to the point of sale or the place where the purchase decision is made.