Topic “Marketing and How ATL and BTL activity

relate to Marketing”

What is Marketing?MarketingThe action or business of promoting and selling

products or services is called Marketing.

Marketing is about meeting the needs and wants of customers.

Marketing is about understanding customers and finding ways to provide products or services which customers demand.

“Marketing is the life of trade.” - Calvin Coolidge

What is Marketing?Advantages

It promotes business, through which one get recognition and attention of products and business.

It improves the businesses profits by boosting sales.

DisadvantagesAdverting and marketing is costly and timely.It may have some Communication barrier.

Examples of Marketing

What is Line Marketing?A style of promotional activity that focuses

attention on communicating to consumers via different means:

Above the Line marketing (ATL)

Below the line marketing (BTL)

A.T.L

Medium of A.T.L activities:

Electronic: it include TV adds and radio.

Non electronic: Print media it include banners news papers etc.

Billboards.

A.T.LTV Commercial

Radio Commercial

Print media

Billboards

billboard.flv

How BTL activity relate to marketing?

Below the line marketing (BTL) is the ability to tailor their messaging in more personal manner to audience.

It is a targeted approach.

To reach consumers directly through alternative forms of marketing.

Mediums of BTLDirect Mail

Event marketing

Promotional marketingMediums of BTL

How BTL activity relate to marketingExamples: distribution of pamphlets, stickers,

promotions , brochures etc…

Involve product demos & samplings at busy places like malls and market places or at any event.

Ensure recall of the brand while at the same time highlighting the features of the product.

ExamplesPamphlet

Stickers

Brochure

ATL vs BTL

ConclusionToday Marketing is used widely and has become necessary for an organization.Above the line is the repeater approach.Below the line is the revolver approach.Both techniques are used to target consumers in the best possible ways depend on the nature of product.So, Its up to whether to use ATL or BTL technique.