ATL, BTL, & TTL Advertising
Promotional strategies include a wide arena of advertisement activities to lure customers on the basis of the distinct fluctuations of customer needs. Above The Line (ATL) and Below The Line (BTL) advertising are two terms that are often discussed these days in the advertising world.
But because of the increased competition and technological advancement, their emerged THROUGH THE LINE marketing activities which include the use of both ATL & BTL advertising activities.
Above the Line (ATL)
Also referred as Above the Line advertising or ATL promotion/advertising/marketing. It consists of advertising activities that are targeted to masses of population irrespective of the segment. The basic criterion is to make the customer aware of the new product and also to give a glimpse of the brand. Today, the internet has effectively taken more than 60% of the advertising media which ATL aims at.
ATL promotion Tools – Television, Radio, Print & Electronic Media
Measuring the ATL
Below the Line (BTL)
Also referred as Below-the-line advertising/ promotion/marketing. It consists of targeting micro masses focusing more on conversations with very specific and direct advertisement activities. It is easier to track effectiveness with BTL methods while accounting the ROI (Return on Investment).
BTL Promoting Tools – Distribution of pamphlets, handbills, stickers, promotions, sampling, demos, brochures, banners etc.
Measuring The BTL
Through The Line (TTL)
Also referred as Through the Line advertising/ promotion/marketing. It involves the use of both ATL & BTL marketing strategies for accounting maximum and sustainable profits. It refers to 360 0 advertising where campaigns are developed with the vision of brand building as well as conversions.
TTL Promotion Tools – 360 0 Marketing, Digital Marketing
The idea of promoting has been an infatuation since time immemorial. The most recent two decades have seen multitude changes in the field, with more up to date developments jumping up each substitute day. Eventually, the success rate depends on communication effectiveness, objective and budget allocation. Each strategy has its own strengths and weaknesses and its best utilization is at the mere core of the marketing plan.
By
MohammedShahrukh Qureshi
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