Below-the-line advertising, by contrast, reaches fewer people but is more selective about the people it reaches.
In most cases, extensive market research is done first to identify a target niche of hungry buyers. Once these potential customers are pinpointed, below-the-line advertising reaches them directly in a more personal manner, such as direct mail sent to their houses, face-to-face contact at a trade show or a paid search engine result when they enter a specific query.
Perhaps the biggest advantage to below-the-line advertising is the cost. While TV and radio ads tend to hit the pocketbook hard, direct mail and search engine marketing are not only more reasonable but can be scaled up or down in cost much more easily.
It is also easier to track conversions with below-the-line methods. When relying on TV or radio ads, the only way to gauge effectiveness is to ask customers how they heard about the business. Responses are often unreliable. With email and search engine marketing, a business can track link clicks and email opens with precision.