What is ATL and BTL advertising?

What is ATL and BTL 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.

What is ATL marketing strategy?

Above the Line (ATL) advertising 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. The idea behind this is to inform customers about the availability of the product.

Is digital advertising 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).

What is ATL BTL and TTL marketing?

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.

Which is more expensive ATL or BTL?

When it comes to cost, the ATL marketing medium is comparatively more expensive than BTL marketing mediums. While ATL marketing drives customer response, BTL marketing increases the point of sale.

What is TTL campaign?

‘TTL Marketing’ stands for ‘Through the Line Marketing’. This kind of marketing is really an integrated approach, where a company would use both BTL and ATL marketing methods to reach their customer base and generate conversions. This kind of marketing delivers both a wide reach and a focus on conversions.

What is a 360 marketing campaign?

A 360 marketing campaign is about a cohesive message. To put it simply, a 360 marketing plan is an integrated campaign with focused messaging spread across multiple points of customer contact.

What are ATL channels?

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.

What do you mean by BTL activities?

BTL activities include direct mail campaigns, trade shows, catalogs, brand promotion activities, telemarketing, free sampling, exhibitions and targeted search engine marketing. BTL activities are more interactive and give the opportunity to brands and consumers to connect on a personal level.

What is a 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.

What is a CPM campaign?

CPM (cost per mille) is a paid advertising option where companies pay a price for every 1,000 impressions an ad receives. An “impression” refers to when someone sees a campaign on social media, the search engines or another marketing platform.

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.

Are social media ads BTL or ATL?

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 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.

What does through the line mean in advertising?

Through the Line. Through the Line advertising (often referred to as Through the Line promotion/ Through the Line marketing / TTL marketing / TTL advertising) involves the use of both ATL & BTL marketing strategies. The recent consumer trend in the market requires the integration of both ATL & BTL strategies for better results.