Abstract
In this new era of digital innovation and adventure, it is now much more challenging for a Brand to engage with its customers. In the “good old days”, there were relatively few choices. There were three main channels of engagement and distribution:
-
⊲ Above the line (ATL): a mix of TV (if the brand budget could afford it), typically some press/print and, if feeling bold, a radio ad.
-
⊲ Below the line (BTL): leaflet/sample distribution to people’s homes.
-
⊲ In-Store: point of sale incentives and information.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Copyright information
© 2011 Michael de Kare-Silver
About this chapter
Cite this chapter
de Kare-Silver, M. (2011). Digital/Multi-channel Checklist. In: E-Shock 2020. Palgrave Macmillan, London. https://doi.org/10.1057/9780230343368_5
Download citation
DOI: https://doi.org/10.1057/9780230343368_5
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-33693-7
Online ISBN: 978-0-230-34336-8
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)