Below the Line

One concept. Four tiers of command. Which do you speak?

Category: Strategy

Foundational Lexicontargeted marketing
Executive Parlancedirect marketing
Scholarly Discourseaddressable media
Babel ZenithBTL
Origin: Advertising
Pronunciation: /biː tiː ɛl/

Etymology & Meaning

Targeted marketing to specific audiences.

In the Boardroom

Email campaigns and direct response advertising.

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