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What is above the line and below the line in advertising?
“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.
Is BTL digital marketing?
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).
How do you market below the line?
Below the Line Marketing Methods
- Direct Mail Campaigns. Direct mail is a direct marketing strategy.
- Trade Shows. Trade fairs allow a business to cater to individual consumers as well as to conduct trade.
- Public relations (PR)
- Social Media Marketing.
- Catalogs.
- Targeted Search Engine Marketing.
- Telemarketing.
- Personal selling.
Why is it called below the line marketing?
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.
Is experiential marketing a BTL?
Ever since experiential marketing solutions came into existence, BTL activities have completely taken over the traditional form of marketing. Below the line activations create a niche for a brand while allowing it to connect with audiences.
Why below-the-line BTL activities are popular among marketers?
BTL activities are dominating the marketing arena, and all marketers are well aware of below-the-line activations. BTL activations are known to grab target audience sight quite quickly and garner untapped target customers. BTL activities are known to enhance two-way interactions while building a customer-brand relationship.
What is through the line (TTL) marketing?
Through the Line (TTL) marketing activities help marketers use an integrated approach to advertise products to both mass and focused markets simultaneously. Let’s take a look at each of these approaches: ATL strategies focus at directing the communication towards the mass market.
What is the difference between ATL and BTL advertising?
BTL is known as below the line advertising. It is a marketing strategy where products are promoted on a more personal level than ATL advertising. BTL activities include direct mail campaigns, trade shows, catalogs, brand promotion activities, telemarketing, free sampling, exhibitions and targeted search engine marketing.
What is BTL and how can it help your business?
Innovative and creative BTL activities are the most preferred marketing strategy used by marketers in the current scenario, as it creates a niche for a brand. It helps the brand to mark its presence in the market. BTL activations help you in reaching your target audience.