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ATL and BTL Advertising

ATL and BTl expanded as Above the Line (ATL) and Below the Line (BTL) respectively are essentially advertising techniques targeted towards specific audiences and for specific purposes.

This presentation attempts to give a crisp idea of both ATL & BTL marketing. Also, the concept of "Through the Line" has also been explained briefly.

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ATL and BTL Advertising

  1. 1. ATL and BTL Advertising - Umananda Mukherjee
  2. 2. Above the Line (ATL) and Below the Line (BTL) advertising are regularbuzzwords in an ad arena. ATL and BTL are essentially advertisingtechniques targeted towards specific audiences and for specificpurposes. ATL BTL BTL
  3. 3. Above the line (ATL) advertising uses mass media as a medium to promotebrands and reach out to target consumers. This kind of advertising isusually aimed towards a large number of audiences and is much moreeffective, when the target group is very large and difficult to define.
  4. 4. ATL technique majorly employs TV and radioadvertising, print advertising and internet banner ads.Assuring of the widest reach ATL advertising is oftenthe most preferred form - the reason why mediaagencies 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 toan ad agency to feature the ad, this is known as ATL.
  5. 5. However, changing customer preferences and choices started taking its tollon ATL promotions, which became more than often a customary and too-conventional form of advertising. Thats where the idea of below the lineadvertising started scoring.To reach consumers directly through alternative forms of marketing other thantraditional advertising channels used in ATL, BTL advertising follows anunconventional and direct form of marketing communication. These includeactivities such as distribution of pamphlets, handbills, stickers, promotions,brochures placed at point of sale, on the roads through banners and placards.
  6. 6. 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 maximizeresponse rates. Below the line (BTL) techniques ensure recall of the brand while at the same time highlighting the features of the product.
  7. 7. 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 willcarry an ad, asking customers to visit their physicalstore and avail discounts or freebies, a classicabove the line’ technique.When the customers visit the store, he or she willbe offered with below the line promotionalmaterial such as store banners, product samplesetc.
  8. 8. Thus, Through the line (TTL) advertising not only spans your marketing message tothe masses across different media for better exposure, but also allows you to targetspecific audiences using different platforms for a higher return on investment.Clearly a jack and master of all trades at the same time!
  9. 9. Thank YouConnect with me on:• http://www.linkedin.com/pub/umananda-mukherjee/18/aa8/638• http://www.slideshare.net/UmanandaM• http://twitter.com/umanandaMDisclaimer: I don’t own rights to any of the images used on this presentation. The purpose of this presentationis only informative and not commercial in anyway. The published information in no way reflects the views andopinion of my employer and represents only my personal viewpoint.