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One of the most common searches that hits this Blog is for definitions of FMCG terms and an explanation of acronyms.

I will start a list below and feel free to add to them.

FMCG – Fast Moving Consumer Goods

NPD – New Product Development  Wiki says “is the term used to describe the complete process of bringing a new product or service to market.”

ATL – Above the Line     Wiki says  they are “Promotional activities carried out through mass media, such as television, radio and newspaper, are classed as above the line promotion.”

BTL – Below the Line     Wiki says “The terms “below the line” promotion or communications, refers to forms of non-media communication, even non-media advertising.”

TTL – Through the Line    Wiki says “”Through the line” refers to an advertising strategy involving both above and below the line communications in which one form of advertising points the target to another form of advertising thereby crossing the “line”. An example would be a TV commercial that says ‘come into the store to sample XYZ product’. In this example, the TV commercial is a form of “above the line” advertising and once in the store, the target customer is presented with “below the line” promotional material such as store banners, competition entry forms, etc..”

B2B – Business to Business – Marketing or Sales related

B2C – Business to Consumer – Marketing or Sales related

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