ATL BTL TTL

ATL BTL TTL *******************************************************************************
Above the Line (ATL) and Below the Line (BTL) advertising are regular buzzwords in an ad arena. ATL and BTL are essentially advertising techniques targeted towards specific audiences and for specific purposes. ATL BTL *******************************************************************************
Above-the-line marketing refers to marketing expenditure on advertising in the media such as the press, radio, television, billboards, cinema and the World Wide Web. Advertising is directed at a mass audience with the intention of reducing the level of price sensitivity by generating customer loyalty and repeat purchasing, which allows the firm to produce or buy in bulk and enjoy the advantages of economies of scale. *******************************************************************************
Advertising is a media message paid for by a sponsor. It is clear who the advertiser is, and in most cases that the message is an advertisement. However, ATL promotions are difficult to measure in terms of actual sales generated. *******************************************************************************
To quote Michael John Baker from The Marketing Book , the terms ‘Above The Line’ and ‘Below The Line’ came into existence way back in 1954 with the company Proctor and Gamble paying their advertising agencies a different rate and separately from the agencies who took on the other promotional activities. *******************************************************************************
Above the line (ATL) advertising uses mass media as a medium to promote brands and reach out to target consumers. This kind of advertising is usually aimed towards a large number of audiences and is much more effective, when the target group is very large and difficult to define. *******************************************************************************
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. In other words, if an ad is submitted for publication and a commission is paid to an ad agency to feature the ad, this is known as ATL. Above The Line (ATL) advertising is where mass media is used to promote brands and reach out to the target consumers. These include conventional media as we know it, television and radio advertising, print as well as internet. This is communication that is targeted to a wider spread of audience, and is not specific to individual consumers. ATL advertising tries to reach out to the mass as consumer audience. However, changing customer preferences and choices started taking its toll on ATL promotions, which became more than often a customary and too-conventional form of advertising. Thats where the idea of below the line advertising started scoring. To reach consumers directly through alternative forms of marketing other than traditional advertising channels used in ATL, BTL advertising follows an unconventional and direct form of marketing communication. These include activities such as distribution of pamphlets, handbills, stickers, promotions, brochures placed at point of sale, on the roads through banners and placards. *******************************************************************************
Product Demo It could also involve product demos and samplings at busy places like malls and market places or residential complexes. Below the line advertising also focuses on direct mail and e-mail, often using highly targeted lists of names to maximize response rates. Below the line (BTL) techniques ensure recall of the brand while at the same time highlighting the features of the product. *******************************************************************************
Involves the distribution of pamphlets, handbills, stickers, promotions, brochures placed at point of sale, on the roads through banners and placards. It could also involve product demos and samplings at busy places like malls and market places or residential complexes. For certain markets, like rural markets where the reach of mass media like print or television is limited, BTL marketing with direct consumer outreach programmes do make the most sense. When budget is issue and the brand wants to have a consumer connect BTL has better ROI. Other BTL activities could include roadshows, or moving hoardings with the ad of the product, and vehicles with promotional staff interacting with people demonstrating the product and distributing literature on the product. BTL advertising is advertising that uses less conventional methods of advertising that the specific channels of advertising that may or may not be used by ATL advertising to promote products and services. BTL is a preferred tool when test marketing a product, sampling and also in case of a targeted campaign in related to another bigger phenomenon. Also when TG is very niche, BTL makes more sense. BTL promotion might include direct mail promotional campaigns, PR and sales promotions which are handled directly by the company itself or outsourced to specifically PR agencies and sales promotion agencies and may or not be related to the advertising campaign. BTL advertising might include email campaigns, telemarketing, etc with targeted groups of potential clients. *******************************************************************************
“BTL is preferred on several occasions but the foremost would be when you need to have a personal interaction with the consumer.” *******************************************************************************
Sometimes BTL is preferred over ATL due to budget issues, the need to physically display the product, to conduct a hand on product contest as well as for new launches and teasers campaigns.” Companies prefer adopting BTL as a means of reaching out to their target consumers when their product is something they need to engage the consumer in a touch and feel experience with. BTL communications from brands is rapidly becoming a dying form of reaching out to the audience with agencies and clients going adopting the Integrated Communication approach. *******************************************************************************
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. For example, a hugely circulated newspaper will carry an ad, asking customers to visit their physical store and avail discounts or freebies, a classic above the line’ technique. When the customers visit the store, he or she willbe offered with below the line promotional material such as store banners, product samples etc. Through the line (TTL) advertising not only spans your marketing message to the masses across different media for better exposure, but also allows you to target specific audiences using different platforms for a higher return on investment. Clearly a jack and master of all trades at the same time! 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. Disadvantages — Adverting and marketing is costly and timely. — It may have some Communication barrier. 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. Print media Billboards 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 Mediums of BTL — Promotional marketing *******************************************************************************
How BTL activity relate to marketing — Examples: 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. 13. Examples — Pamphlet — Stickers — Brochure Conclusion § Today 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. Through the Line (TTL) marketing activities help marketers use an integrated approach to advertise products to both mass and focused markets simultaneously. Through the Line (TTL) advertising TTL advertising involves an integrated approach where both ATL and BTL strategies are combined. The objective here is to get a holistic view of the market and communicate with customers in every way possible. Considering that both ATL and BTL activities are used here, all TTL strategies lead to better brand visibility and brand recall. The major challenge of TTL activities is the cost associated with implementing various promotional campaigns. It is usually only established or financially secure companies that can implement TTL activities successfully. Implementing TTL activities: 360-degree marketing: for example, a television advertisement supplemented with pamphlets of the product attached to newspapers. *******************************************************************************
360° Marketing *******************************************************************************
Marketing strategies can be planned and carried out with an integrated approach of using both ATL & BTL advertising mediums to get the maximum advantage. Most of the marketing campaigns today are TTL campaigns. Digital Marketing It is possible to carry out a digital marketing strategy which offers above the line marketing benefits while acting as a below the line communication to the customer. This type of advertising is cookie based. Users get highly personalized communication based on their needs/wants/choices. This strategy has a better ROI and is considered better by the consumer. *******************************************************************************
With through-the-line (TTL) media planning, direct marketers and traditional advertisers come together and collaborate on truly integrated campaigns. Many marketers define integration as consistent messaging and creative across channels Today, in the world of constant and rapid updates in communication technology, ATL and BTL can be considered as a bit outdated. *******************************************************************************
Digital is affecting the boundaries between ATL and BTL, connecting both approaches into “through the line” (TTL) integrated approach. Not only technology, also advertising clutter and competitive markets are encouraging this integrated approach - TTL advertising. Differentiation from the competition, rising the relevance of the brand, effective media buy - these are the imperatives of today's marketing strategies. *******************************************************************************