The term "below the line" or "Below the Line Marketing" usually means any promotional activity that does not involve paid use of the media i.e. in other words it is not media advertising.
BTL is a common technique used for touch and feel products.
For example, "below the line" promotional activities include the use of various "point of sale" or in-store sales promotions, the production and use of promotional literature and leaflets, or the attendance at trade exhibitions, shows or events. Example: Levi's use of outdoor promotional activities, videos plus window and in-store promotions
BTL Sample
Packaging
P.O.P. (Point of purchase)
A place where sales are made. On a macro-level, a point of purchase may be a mall, market or city. On a micro-level, retailers consider a point of purchase to be the area surrounding the counter where customers pay. Also known as "point of sale".
Leaflet
Direct Mail
Definition of Direct Mail: advertising sent directly to prospective customers via the mail
Direct mail is a way of advertising in which advertisers mail printed ads, letters or other solicitations to large groups of consumers. Bulk-mail rates are used to lower the cost of the mailing, and targeted mailing lists are used to maximize potential response.
Direct mail is used in many different situations, limited primarily by the imagination of the advertiser. Stores typically use direct mail to advertise new products or to distribute coupons. Charities typically use the it to raise money or recruit volunteers. Almost any sales pitch can be made by direct mail.
JPEG (Joint Photographic Experts Group)
JPEG provides for lossy compression of images (although there are variations on the standard baseline JPEG which are lossless). The file format which employs this compression is commonly also called JPEG; the most common file extension for this format is .jpg, though .jpeg, .jpe, .jfif and .jif are also used.
Best for picture, graphic for internet
TIFF (Tagged Image File Format)
TIFF is a popular format for high color depth images
Best for Offset printing
GIF (Graphics Interchange Format)
A GIF image employs lossless data compression so that the file size of an image may be reduced without degrading the visual quality, provided the image can be rendered with only 256 colours
Best for Graphic for internet : Navigator, Button, gif animation
Transparent image ( no background)
PNG (Portable Network Graphics)
PNG is officially pronounced as "ping", but it is often just spelled out PNG is still touted as a technically superior alternative, and has become the third most common image format on the web.
Best for Transparent image ( no background ) but some old web browser doesn't support
Bitmap
A raster graphics image, digital image, or bitmap, is a data file or structure representing a generally rectangular grid of pixels, or points of color, on a computer monitor, paper, or other display device.
PSD The PSD (Photoshop Document)
format stores an image as a set of layers, including text, masks, opacity, blend modes, color channels, alpha channels, clipping paths, and duotone settings. Photoshop's popularity means that the PSD format is widely used, and it is supported to some extent by most competing software.
For working process with layers,
Best for layout of process printing.... Transparent image ( no background ) such as use in Indesign Program
RAW
A raw image file contains minimally processed data from the image sensor of a digital camera or image scanner. Raw files are so named because they are not yet processed and ready to use with a bitmap graphics editor, printed, or displayed by a typical web browser. Normally, the image must be processed and converted to an RGB format such as TIFF or JPEG before it can be manipulated. Camera raw files have 12 or 14 bits of brightness information. But you cannot compare this number alone to other methods. JPEG stores a brightness gradient in an 8-bit number every 4 or 8 pixels and stores color values even more infrequently depending on the parameters used. Because of this JPEG loses fine details and is ill-suited for major color or brightness changes. By comparison the mosaicing used by the Bayer filter in raw files changes colors every 3-4 pixels and brightness every 1-2 pixels producing much finer resolution detail in a same size image. And because it is 12-bit each of these values are far more precise.
Best for high quality photograph
Color Mode :
RGB (Red Green Blue)
Light model
This mode use for file format for internet
Note: use save for web device in photoshop will automatic set in RGB
CMYK (Cyan Magenta Yellow Black)
Best for Offset printing or 4 color printing or process color printing Offset printing
DPI Dots per inch (DPI)
is a measure of printing resolution, in particular the number of individual dots of ink a printer or toner can produce within a linear one-inch (2.54 cm) space.
300 DPI Best for Offset Printing
Pixels per inch (PPI) or pixel density
is a measurement of the resolution of a computer display, related to the size of the display in inches and the total number of pixels in the horizontal and vertical directions.
72 PPI Best for Graphic for internet
6 Steps of Preparation Artwork, output to printer
(offset printing )
Program illustrator
- Create crop marks indicate the position of cropping
- Create folding line indicate position of folding
- All images have to covert to CMYK color mode and save as tiff or PSD (for layer picture) put in a Folder.
- All text need to create outline (this way you will get the output with out font problem)
(recommend to have the file font version file for editing later in the future)
- Printout 100% and make the Mock-up
- Burn CD along with Mock-up and Output instruction Note :
Ex. Output 100% From file “ bu_leaflet.ai “ program illustrator cs2
Vocabulary
- Register mark : mark for printer use to line up for printing and check the position of printing
- Mock-up : printout for printer as guide line for finishing printing process
- UV Coated : clear shiny coat on printing give the special shiny effect
- Spot UV clear shiny spot on printing
- PVC Coated : give plastic look coated on printing, protect from water and fingerprint
- Die-cut : template shape for cutting
- Bleeding area : the area that allow design bleed out, when printer trim it will out will leave just the design area only. (if you put your design close at the edges, sometime will have a error of trimming paper)
- Soft file : file as word document
- Hard copy : printout as paper
- Dummy Copy :
In publishing and graphic design, lorem ipsum is common placeholder text used to demonstrate the graphic elements of a document or visual presentation, such as font, typography, and layout. It is a form of "greeking".
