Маркетинговые коммуникации и организация рекламной деятельности. Наталья Старкова

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англ. below-the-line – под чертой. Отличается от средств ATL (от англ. above-the-line) уровнем воздействия на потребителей. Включает в себя стимулирование сбыта, мерчандайзинг, POS-материалы (аббревиатура от англ. pointofsale – место продажи), директ мейл (от англ. directmail – прямые почтовые рассылки), выставки и многое другое.

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      Стоимость маркетингового контакта при использовании различных методов стимулирования. URL: http://www.marketing.spb.ru/lib-mm/btl/contact.htm

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      Другими названиями партизанского маркетинга являются малозатратный маркетинг и малобюджетный маркетинг.

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