What is ATL and BTL activities 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 are above the line marketing activities?

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.

What is above the line and below the line in marketing?

Below-the-line advertising is an advertising strategy where products are promoted in media other than mainstream radio or television. Above-the-line methods are ideal for general brand awareness, while below-the-line tactics are preferable for fostering direct relationships with potential customers.

What are ATL activities in marketing?

Above The Line (ATL) refers to promotional activities done at macro level. It is done at national, regional or at bigger territory level and mass audience is covered in this type of promotion. A brand image is created about the company and its product.

Is Social Media BTL or ATL?

Social Media as BTL: Content specific to a niche audience, well-targeted advertising, lead generation campaigns can all be considered as BTL activities. On similar lines a tweet can be considered as an ATL promotion, however, a mention/retweet is a BTL activity.

What are the ATL activities?

General ATL Advertising Activities

• Television Advertising: Advertising campaigns that are targeted at a national or global level.
• Print Media: Newspaper ads, online articles and print media campaigns that are global.
• Radio: National and international radio broadcasting advertisement campaigns.

What is above the line communication?

Above The Line (ATL) advertising is where mass media is used to promote brands and reach out to the target consumers. This is communication that is targeted to a wider spread of audience, and is not specific to individual consumers. ATL advertising tries to reach out to the mass as consumer audience.

What is ATL and BTL with examples?

In a nutshell, it’s a marketing strategy that is used for campaigns that seek to achieve brand building as well as conversions. An example of TTL advertising is digital marketing strategies that offer ATL advertising benefits while acting as BTL communication to the customers.

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).

What are above, below, and through the line marketing?

Above the Line (ATL), Below the Line (BTL), & Through the Line (TTL) Marketing. Marketing activities (basically advertisements) today can be divided into three segments – Above the Line (ATL), Below the Line (BTL), & Through the Line (TTL) Marketing.

Which is an example of above the line advertising?

Above-The-Line Advertising (ATL) Above-The-Line activations are a widespread advertising and marketing campaign or activity that is undertaken at a general level, without any specific audience targeting. Good examples will be a huge brand’s national/international advertising campaign that’s untargeted and broad-reaching in nature.

What’s the difference between ATL and below the line advertising?

ATL includes media such as radio, TV, print media such as newspaper and magazines, and billboards. Below the line advertising – In contrast to ATL, below the line advertising is directed to reach a small, targeted audience. BTL includes marketing activities such as brochures, direct mail, flyers, sponsorships and email campaigns.

What’s the difference between above the line and below the line?

These advertising activities can be separated as Above the Line (ATL), Below the Line (BTL), the third one is known as Through the Line (TTL). For any layman these ATL, BTL and TTL marketing activities create confusion.