ATL, BTL and TTL

Are you aware of ATL, BTL and TTL?

Wondering what these are? They are none other than the marketing activities..! These marketing activities are generally meant for promotional purposes. They would either advertise the product for the market entirely or they would create a focused communication for a specific customer group.

Companies here market the product in a various number of ways. For those people who don’t understand what these strategies actually are, then this blog is for you!

The next 6 minutes you’ll understand what these are and how they are useful to us!!

ATL,BTL,TTL Advertising

The more informative your advertising, the more persuasive it will be!! said by David Ogilvy, the famous English Businessman!

Advertising should be of more direct promotional efforts. Advertising activities can be differentiated depending on marketing motives, target groups, and the budget of the marketer.

ATL,BTL,TTL Advertising - Jujubee Media

  • ATL- Above The Line Advertising

This is often referred to be Above the Line Marketing is composed of advertising activities which are largely non-targeted. The major objective of ATL is for a wider reach of audience.

This is done to build the brand and awareness as well as to inform the customers about the brand and product.

To put in simpler words, this is a mass marketing strategy meant to promote your brand/service by focusing on your product.

Popular Examples

  • Television

A survey states, an average of 4.3 hours of time is spent on watching the Television in America.

TV advertisements have a greater reach from local, to national, and international audience depending on the TV channel and the contract between the parties.

  • Radio

Psychologists suggest people need to reminded of at least three times a day to penetrate the ads.

No other media other than radio provide such affordability when it comes to frequency.

  • BTL- Below The Line Advertising

This advertising is meant for direct marketing and consists of activities focused on targeted groups of consumers.

To make it clear, BTL focuses on a specific group of people and is focused on conversions rather than building the brand.

Popular Examples

  • Direct Mail Marketing

Marketers use this strategy which is nothing but emails, text messages that are tailor-made and is frequently drafted to the needs of each customer.

Hence this can result in more conversions if done properly!

  • In-Store Marketing

This is nothing but, the marketing which is done within the retail store. This makes use of various point of sales to get the most return out of the investments.

  • Through the Line Advertising

This advertising is a combination of both ATL and BTL strategies. To make better results, it is recommended to make use of both the strategies.

This is 60-degree advertising where campaigns are developed within the vision of brand building as well as conversions.

Popular Examples

  • Digital Marketing

Hope you would be aware of Digital Marketing and its strategies. This strategy acts to be the communication tool with the customers as well.

This type of advertising is cookie based where users get highly personalized communication depending on their needs.

  • 360-degree Marketing

This marketing strategy is done by integrating both ATL&BTL advertising.

Tell Us Your Views!!

Hope you would have enjoyed! In the recent era when Digital Marketing has sawn arise, you would not be aware of which type of advertising it belongs to. Now you would be aware of advertising strategies we hope!

Jot down your comments and views in the comments section if any!

Thanks for reading!!