TTLPlan ATL and BTL

Strategy

What is ATL? Above The Line (ATL) technique majorly employs TV and Radio

Advertising, Print Advertising and Internet Banner Ads. Assuring of the widest reach ATL Advertising is often the most preferred form - the reason why media agencies fiercely compete for prime time spots in T.V, Radio and appropriate page and size in print or web.

Above The Line Marketing

Advantages of Above the line Marketing

ATL can reach a large audience of customers. Customers more aware of ATL b/c they are more interesting

/appealing. Raises profile of products. Brand building.

Disvantages of Above the line Marketing Can be very expensive. Audience may not receive message eg TV

advertising. Other segments also targeted -not always cost-

effective.

Challenges of above the line Marketing It is costly It is being replaced. It is beyond small and medium

businesses. Effectiveness and ROI.

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 BTL

Direct Mail

Event Marketing

Promotional Marketing

Examples

Pamphlet

Stickers

Brochure

ATL vs BTL

TTL

Through the line (TTL) refers to a promotional strategy taking advantage of the best of ATL and BTL advertising concepts, ensuring maximum growth of the product or the brand. Here, the customers are guided from one medium to another.