Table of Contents
What does ATL mean in marketing?
Above the line
Above the line (ATL) ATL uses mass media to appeal to a large number of audiences, these include media channels such as TV, magazines, newspaper and radio advertising. This kind of marketing is untargeted towards the individual and is good for creating brand awareness and goodwill.
What is ATL strategy?
ATL strategies focus at directing the communication towards the mass market. All promotional messages are untargeted, meaning they do not focus on a specific target group. These strategies help companies reach a larger audience and create brand visibility.
What is BTL campaign?
Below-the-line advertising is an advertising strategy where products are promoted in media other than mainstream radio or television. Below-the-line advertising campaigns include direct mail campaigns, trade shows, catalogs, and targeted search engine marketing.
Is social media BTL or ATL?
Though, social media is an integral part of BTL activity today, but it beats even television, audio, magazines in creating brand value in terms of numbers and is way more rewarding.
What is ATL & BTL in marketing?
“ATL” stands for “Above The Line”, meaning that the advertising is going to be deployed around a wider target audience, e.g. television (TVC), radio, or billboards. “BTL”, or “Below The Line”, suggests that the advertising is going to target a specific group of potential consumers.
What is ATL BTL and TTL?
ATL Marketing Definition: Above-the-Line Marketing – widespread brand-building advertising. BTL Marketing Definition: Below-the-Line Marketing – highly targeted direct marketing focused on conversions. TTL Marketing Definition: Through-the-Line Marketing- integrated ATL and BTL marketing campaigns.
Is digital considered ATL or BTL?
Above The Line (ATL) and Below The Line (BTL), digital channels are defined within these acronyms that the biggest advertising, marketing and creative agencies have been using for many years (since 1954 to be exact).
Is ATL digital marketing?
Are sponsorships ATL or BTL?
Sponsorship is a partnership with different corporates or events to get more impressions and is usually carried as a part of brand building strategies at a BTL level.
What is ATL marketing definition?
ATL Marketing Definition. ‘ATL Marketing’ stands for ‘Above The Line Marketing‘. This kind of marketing is the kind of marketing that has a very broad reach and is largely untargeted. Think about a national TV campaign, where viewers across the nation see the same advert aired across the various networks.
PPC/social media ads can be extremely well targeted and therefore should be considered for any BTL marketing campaign. While I said above that social media profiles are ATL in nature, any ads that you run through them are BTL as they should have a level of targeting attached to them.
Is BTL marketing overtaking ATL marketing?
Many marketers swear by the effectiveness of ATL marketing whereas others feel that BTL is now slowly overshadowing ATL. Digital marketing has already contributed equally to Ad spends of Radio, magazines and Cinema combined. Although TV and newspapers are very difficult to overthrow, Digital is fast catching up at least with the newspapers segment.
Is ATL a good way to promote your brand?
ATL is a good way to promote your brand, but it is difficult to measure the exact impact and return on investment. This is why it is more untargeted; the purpose is not to see a precise conversion rate but to make customers generally aware of your brand or product, and increase your visibility.