“University Of The

Punjab”
Institute Of
Communication
Studies.
Media Advertising media; Below-The-Line
 Members

01. 02. 03.

Mahnoor Malik Ayesha Khan Madiha Zahra
Roll: Roll: Roll:

04. 05.
Zulaikha Altaf Sharjeel Tariq
Roll: Roll:50
 Table of contents

01. 02. 03.

Type of meida &
Introduction Importance their applications

04.
Point-of-sale (POS)
Introduction.
 To promote any brands and products you need to do marketing
activities.
 In advertising industry to promote any product or a brand we uses
two kinds of marketing strategies.

A.T.L (Above the line).

B.T.L (Below the line).

Above the line
Above the Line marketing refers to a form of marketing
communication that uses mass media channels such as television,
radio, print, outdoor advertising, and online media to reach a wide
audience.
Below-The-Line
Below the Line marketing, which is a more targeted and direct
approach to marketing. BTL marketing activities include promotional
events, direct mail campaigns, and targeted advertising.

For example: direct mail campaigns, social media marketing, trade

shows, catalogs, and targeted search engine marketing.
Importance
To increase the sales of products at the specific time duration.
BTL marketing is cost effective.
Easy to measure the effectiveness of the market.
BTL marketing is used to generates the loyalty & repeat the sales.
 The pillars of social media strategies

Content ideation Platform selection

Content ideation involves brainstorming Careful platform selection is essential for
ideas for content that will engage your target successfully reaching your target audience.
audience. This could include thought- Additionally, you should analyze which
provoking questions, polls, surveys, stories platforms are most popular with your
and discussions. It is important to consider desired demographic and tailor your
the interests of your target audience and new strategy to reach them more effectively.
trends Keep up to date as there might be new
trends that affect engagement
 Three goals of a social media strategy

More reach Engagement Conversions

To increase reach, it is important Improving engagement involves Creating content that drives
to create content that resonates creating content that encourages conversions entails promoting
with your target audience and users to interact with your posts. sales or generating leads for
utilizes the most effective Responding to comments in a your business. This could
methods for reaching new timely manner is great way to include hosting giveaways,
viewers show appreciation for their offering discounts or coupons to
participation followers or targeted ads
 Four tips
Be consistent Use analytics tools
Developing a consistent content plan is essential It can help you measure key metrics like visits,
for any successful social media strategy. Have a click-through rates, impressions, and conversions
schedule of when to post content, optimize with as well as understanding how the audience is
keywords and keep track of it all engaging with your content

Advertise wisely Establish brand loyalty

Advertising on social media channels can be a great Establishing brand loyalty involves creating
way to reach a wider audience quickly and relationships with existing & potential customers
effectively. However, it is important to use targeted, through appreciation & thoughtfulness across all
specific ads communication channels including social media
platforms
 Six ideas for posts
Monday Tuesday Wednesday
A quote or thought-provoking Behind the scenes of your Fun fact about your company or
message which is related to your product/service. Share a photo or industry in order to engage followers
brand and encourages audience video of what goes into creating the with something educational and
engagement item/service interesting

Thursday Friday Saturday

Ask followers for their opinion by Feature customer success stories to Showcase upcoming events or
posing an interesting question or highlight how customers have promotions that are coming up so
encourage user-generated content benefited from using your people know when to look out for
product/service them
 123,123
Keep track of interactions with your
posts
Social media is all about people
 Engagement share

Twitter

Instagram

TikTok

Pinterest

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 A table for your schedules

Monday Tuesday Wednesday Thursday Friday

TikTok OOTD Dance trend Stitch A day with me! Giveaway

Instagram Story Post - Reel Story

Twitter Answer FAQs History thread Fun facts Quotes -

Pinterest Vision board How it’s made Inspirations - Tips

Email - Why premium? - Special event Free topic

Facebook Our company - Product placement Corporate video -

 01.
Your username
This is what your
page will look like
Remember that web pages must be optimized to work
on phones, since 80% of people only visit websites
02. from their smartphones

1. Your brand name should be the first thing they

see
2. Put your best product on the front page
3. Your audience should have a way of engaging
with your content

03.
 Buyer persona infographics
Name Jenna Motivations

Years 24 years old

01. Self-improvement

Position Designer 02. Organization

03. Ecology
Personality
“I want to support ● Strong ideas in favor of ecology,
the planet with each sustainability, recycling and Pain points
upcycling
buy. That’s why I ● Avid user of social media, Programmed obsolescence,
support companies specifically TikTok and Twitter difficulty repairing products and
that are eco-friendly” ● Keeps up to date with trends and too much usage of unnecessary
follows brands that do so plastics
 Roadmap infographics of our socials
Initiative Objective Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Make a video of our team following the

Dance trend
newest trend on TikTok

Showing the most human side of our

A day in my life
company

Generate engagement and acquire new

Anniversary giveaway
followers

Show our creative process and engage

“How it’s made” reel
new followers

Create a webinar to show new clients

Live on TikTok
how to use our products

Get more people to speak about us and

Instagram contest
use our hashtag “#company”
“A day working
with me”
This trend shows the perks of your
company and helps you establish brand
identity
Testimonials of past clients
“The team was great to work with! They provided fast and helpful service and their
attention to detail was top-notch. Highly recommend!”

—Mark Haynes

“I had a fantastic experience working with them. They made the process easy and
stress-free. I will definitely buy here again”

—Jane Nielsen

“We had been searching for the right solution for our business for a long time, but
the team found us the perfect fit!”

—Claudia North
 Social media analytics
Worldwide reach Platforms with most users

XXX billion XXX billion xxx billion xh xmin xx

Users worldwide Average Number of
Country 1 users Country 2 users
time spent platforms used

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 Thanks!
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