ATL and BTL

What is it ? And its differences.

 Introduction
• ATL KNOWN AS ABOVE-THE-LINE.
• BTL KNOWN AS BELOW-THE-LINE.
• THEY ARE ADVERTISING STRATEGIES USED BY COMPANIES TO PROMOTE THEIR
PRODUCT OR SERVICE, EITHER TO AN ENTIRE MARKET OR TO CREATE A FOCUSED
COMMUNICATION FOR A CUSTOMER GROUP.
 ATL: above the line
• ATL STRATEGIES FOCUS ON COMMUNICATION TO THE MASS MARKET, THERE AIM
IS TO CONVEY THE PRODUCT AVAILABILITY TO THE MASS MARKET OF
CONSUMERS.THEY ARE VERY UNTARGETED AND DO NOT FOCUS ON ANY GROUP.
• MARKETERS ENCOURAGE CONSUMERS TO GO TO THE STORE DIRECTLY TO AVAIL
THE PRODUCT OR SERVICE.
• THIS STRATEGY HELPS COMPANIES TO REACH A LARGER AUDIENCE and
STRENGHTHENS THE BRAND VISIBILITY.
 ATL ACTIVITIES
• TELEVISION: ad campaigns at the national or regional level.
 ATL ACTIVITIES
• PRINT MEDIA: promotional messages in newspapers and magazines.
 ATL ACTIVITES
• RADIO: radio broadcasts in and around the city or country.
 BTL: below the line
• BTL STRATEGIES ARE MORE FOCUSED AND THEY ARE DIRECTED TOWARDS
GROUPS OF CUSTOMERS.
• THE COMMUNICATION IS HIGHLY TARGETED AND PERSONALIZED. SO
ADVERTISEMENTS ARE CREATED KEEPING IN MIND THE DEMOGRAPHIC AND
PSYCHOGRAPHIC CHARACTERISTICS OF CUSTOMER SEGMENTS.
• WHEN COMPARED WITH ATL ACTIVITIES, BTL ACTIVITIES RETURN ON
INVESTMENT IS HIGHER.
• THE SALES PERSON WOULD BE ABLE TO DIRECTLY INTERACT WITH THE
CONSUMER and EXPLAIN THE PRODUCT OR SERVICE.
 BTL ACTIVITIES
• OUTDOOR ADVERTISEMENTS: billboards, fliers, banners, sandwich boards.
 BTL ACTIVITIES
• DIRECT MARKETING: sms, emails, social media posts, pamphlets.
 BTL ACTIVITIES
• SPONSORSHIPS: events, competition, cultural fests.
 BTL ACTIVITIES
• PUBLIC RELATIONS: press conferences.
 BTL ACTIVITIES
• IN-STORE PROMOTION: visual merchandising, demos, retailer pop-up’s.
 TTL: through the line
• IT IS AN INTEGRATED APPROACH BY COMBINING ATL AND BTL
TOGETHER.
• BY USING THIS STRATEGY IT LEADS TO BETTER BRAND VISIBILITY AND
BETTER SERIVCE FROM THE BRAND.
• THE MAJOR CHALLENGE OF USING TTL STRATEGY IS IT IS NOT COST
EFFICIENT. ONLY FINANCIALLYY SECURE COMPANIES PREFER USING THIS
STRATEGY.
 TTL ACTIVITIES
• 360 DEGREE MARKETING: A TELEVISION ADVERTISEMENT WITH
PAMPHLETS OF THE PRODUCT OR SERVICE ATTACHED TO THE
NEWSPAPER.
 TTL ACTIVITIES
• DIGITAL MARKETING: online pop up’s, online buttons, social media posts, blog articles.
 CONCLUSION
• ALL OF THESE ADVERTISING STRATEGIES ARE USED TO
PROMOTE THE PRODUCT OR SERVICE EVIDENTLY BETTER.
THANK YOU