Through the line
Also known as: ttl
Through the line points to an advertising strategy that combines different communication tools, located both above the line and below the line.
An example is a supermarket chain that uses both mass media such as TV, radio and the Web(above the line) and more direct forms, such as receipts, loyalty programs and mailings(below the line) for a marketing campaign.
Through the line usually focuses on a company's brand awareness and image (long-term) as well as short-term results (such as generating more sales ).
