What is ATL BTL and TTL in marketing?

‘ATL Marketing’ stands for ‘Above the Line Marketing’. ‘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.

What is ATL and BTL?

“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.

Are events ATL or BTL?

Above the Line, or ATL Marketing, refers to generally untargeted, massive campaigns to raise brand awareness and reach more people; below the Line, or BTL Marketing, refers to the much smaller and highly targeted world of ads, aimed at individuals and with easy to track returns on investment and a definitive audience; …

What is above and below the line 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 is above the line vs below the line?

In filmmaking, above the line refers to the budget for directors, actors, story writers, and the likes, while below the line includes the rest of the production team or crew. In marketing, above the line is related to mass media marketing, while below the line is direct marketing.

What is above the line marketing examples?

ABOVE THE LINE ADVERTISING (ATL) This consists of marketing activities that have a wide reach and are mostly untargeted (not directed towards a specific group). Examples of ATL advertising include those that run on the following mediums: Television, Radio, Print (magazines & newspapers), etc.

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.

¿Qué es una publicidad BTL?

En donde veamos un comercial de televisión o una valla en la vía lo tenemos más claro, esta publicidad es ideal para posicionar una marca de vehículos, aerolínea, alimentos y bebidas, entre otras. Las acciones BTL consisten en comunicar de formas no masivas y orientadas a un target específico al cual se desarrolla una idea.

¿Qué son las acciones BTL?

Las acciones BTL consisten en comunicar de formas no masivas y orientadas a un target específico al cual se desarrolla una idea. El elemento sorpresa, la ocasión y la creatividad son puntos claves de estas estratégias que conectan uno a uno con el consumidor; y además hay que crear los canales para comunicar el mensaje deseado.

¿Cuál es la definición de la publicidad ATL?

En este caso lo primero que hay que dejar claro es la definición de estos modelos de acuerdo a sus siglas; la publicidad ATL (Above the Line) o por encima de la línea consiste en comunicar a través de medios de difusión masivos.

¿Qué es BTL o debajo de la línea?

Por su parte, el BTL (Bellow the Line) o debajo de la línea consiste en acciones para medios no masivos, o que son más directas con el consumidor. Y el término TTL (Through the Line) a través de la línea, se refiere a estrategias híbridas entre las otras dos.