Atl & TTL & BTL Marketing

ATL & TTL & BTL Marketing
* Definition
* Examples
* Differences
Mohamed Osman Maslamany

Marketing activities (basically advertisements) today can be divided
into three segments
– Above the Line (ATL),
- Below the Line (BTL),
- Through the Line (TTL) marketing.
The line was originally used to separate marketing activities which had mass
penetration (above the line) to those which had specific penetration
(below the line).
But then, because of the increased competition and development in
technology, emerged through the line marketing activities which blurs the line
and include the use of both ATL & BTL advertising activities.

Above the Line
Above the Line marketing or ATL advertising consists of advertising
activities that are largely non-targeted and have a wide reach.
- ATL communication is done to build the brand and inform
the customers about the product.
- Conversions are given less importance in above the line advertising.
- Above the line marketing includes mass marketing strategies which
are largely untargeted and are focused on building the brand.
- By ‘untargeted’ we mean that the communication isn’t directed
towards a specific group. The mediums convey the message to everyone
who has access to them.

Examples of Above the Line Promotion :-
Television
An average American watches 4.3 hours of TV in a day. It’s a similar

case with the rest of the world. TV advertisements have a reach
from local, to national, and international audience depending on the
TV channel and the contract between the parties. TV advertisements
have a better connection with the users as moving images with audio
are preferred over still images or audio alone.

Radio
Psychologists tell us that consumers need to be exposed to an advertising

message at least three times before it begins to penetrate. No other media
other than radio provide such affordability when it comes to this frequency.
Radio is a perfect option for marketers to fulfil all the frequency and creative
demands of an advertisement. Radio to have a local, national, and
international reach just like TVs.

Print Advertisements (magazine & newspaper)
Local, regional and national print media has a wider reach than any of the
other mediums.
Newspapers have fixed ad-slots that are used by marketers to inform

customers / prospective customers about the brand or offers.
Magazines exist in niches and make it easier for marketers to reach their
niche directly through them.

Outdoor Advertising
Outdoor advertising is usually done in public places and is constantly on

display, have a greater reach depending on the locations.
They include Flags, Banners, Wraps, Billboards, etc.

Advantages of Above the line marketing
• Wider Reach: Above the line advertising mediums have a wide

(national/international) reach.
• Better Connect with the audience: The mediums like TV and radio use
audio-visuals which have a better connect with the audience.
• Brand Building: Media advertising is a crucial tool in defining and

realizing brand identity.
- A brand is built by the customers.
- The role of marketers in brand building is to reach as many prospective
customers as they can and communicate to them about the brand and its
benefits creatively. –
- Above the line marketing, hence, plays an integral role when it comes to
brand building.

Below the Line
Below-the-line marketing or BTL advertising consists of very specific,

memorable and direct advertising activities focused on targeted groups
of consumers.
Often known as direct marketing strategies, below the line strategies
focus more on conversions than on building the brand.
Below the line marketing includes direct marketing strategies directed to
specific target groups and focused on conversions rather than building
the brand.

Examples of Below the Line Promotion :-
Direct Mail Marketing
One of the most personal strategies used by marketers, direct mails (e-
mails, text messages, etc.) are tailor-made messages about the brand
or different offers drafted according to the needs of each customer.
Hence this BTL strategy could result in more conversions if planned
properly.
Sponsorship
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.

In-Store Marketing
Outdoor advertising is usually done in public places and is constantly

on display, have a greater reach depending on the locations.
They include Flags, Banners, Wraps, Billboards, etc.

Advantages of Below the line marketing
• Extremely Targeted: Conversions are better when the communication is

done according to the customer wants. Since BTL marketing strategies
are extremely targeted, results are better in terms of conversions.
• Better ROI: Below the line promotional efforts are focused on the specific
target group, have a better reach, can be easily executed, tracked, and
controlled. Hence BTL strategies provide a better ROI and MROI in terms of
conversion.
• Easy Control: The return from these activities can be easily tracked and
monitored and steps can be taken to improve ROI.
• Tailor-Made: Below the line advertising strategies are designed according

to the needs of a specific target group and hence can be moulded
differently for different customer groups.

Through the Line
Through the Line marketing or 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.
Through the marketing involves marketers to create marketing
campaigns which include both ATL & BTL strategies.
It refers to 360-degree advertising where campaigns are developed with
the vision of brand building as well as conversions.
Sometimes above the line strategies are used to execute their direct
marketing strategies. This too comes under TTL marketing.

Examples of Through the Line Promotion :-
360° Marketing
Marketing strategies can be planned and carried out with an integrated

approach of using both ATL & BTL advertising mediums to get the
maximum advantage. Most of the marketing campaigns today are TTL
campaigns
Digital Marketing
It is possible to carry out a digital marketing strategy which offers

above the line marketing benefits while acting as a below the line
communication to the customer. This type of advertising is cookie
based. Users get highly personalized communication based on their
needs/wants/choices. This strategy has a better ROI and is
considered better by the consumer.


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ATL & TTL & BTL Marketing

Mohamed Osman Maslamany