ATL&BTL коммуникации

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    20-Jan-2017

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ATL & BTL

ATL & BTL

BTL Below The Line

ATL Above The Line ( , , , )

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3ATL (Above the line) , .. , , .

ATL , , , , , .

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4BTL (Below the line) , .. , ATL.

BTL , , .

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5 BTL 1995 :Sampling Gift with Purchase Mail-in and Win

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BTL ? . .Direct Mail Radio/TVInternet

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7 .

, , , .

ATL + BTL = TTL

TTL (Through the line)

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8TTL (Through the line) , : , ATL BTL, , .

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BTL : , , .: , , . . ATL (, HoReCa, /, ) : , brand experience. ATL . .TTL = ATL + BTL

!

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BTL (, )Self-running ( )DM CRM ( )

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?TTL: Through-The-Line (Holistic) , R.O.I. (return on investment)

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.. : 28 . .: , 2008. 432 . :