Below-the-line advertising seeks to reach a consumer, instead of a mass audience, directly rather than through an intermediary, such as with a commercial during a television show. This type of advertising is often centered on specific localities and is used to promote products that a consumer wants to see in person. It can be coupled with in-store sales to help explain the features of the product.

Advertising can be typically be grouped into two categories: above-the-line and below-the-line advertising. Above-the-line advertising is typically marketing that is done by ad agencies and includes television, radio and press promotion. Below-the-line advertising is typically conducted by the company itself.

Direct Mail Marketing

While direct mail can have mixed results, when used properly, it can be an effective means of advertising. Direct-mail campaigns should be professionally designed, and copywriters should be hired to create compelling messages that your intended customer's can't ignore. The costs for direct mailings are directly dependent on the size of your campaign but generally are lower than most above-the-line advertising techniques. 

Exterior Location Marketing

Exterior location marketing involves driving interest to an event or sale through the strategic use of employees placed outside the location. Typically, these methods include sandwich-board style promotions or even dressing up the employee in a costume to draw more attention to the location. These employees may stand alongside the road, getting the attention of passing drivers. While this technique is not often employed, it can be beneficial for small companies, restaurants and auto dealers.

Email Marketing

Email marketing can also be a form of below-the-line advertising if your company conducts the campaign on its own. You are communicating directly with the consumer through this form of marketing and can direct them to a landing page where they can learn more about what you are offering. This in turn gives you the ability to measure campaign effectiveness. Email marketing is generally inexpensive, and results can be good if the email list is targeted and fresh and follows double opt-in guidelines Double opt-in refers to the process where consumers have to confirm their subscription to an email list before emails can be sent to them.