ATL and BTL Advertising - Umananda Mukherjee

Above the Line (ATL) and Below the Line (BTL) advertising are regular buzzwords in an ad arena. ATL and BTL are essentially advertising techniques targeted towards specific audiences and for specific purposes.

ATL

BTL BTL

Above the line (ATL) advertising uses mass media as a medium to promote brands and reach out to target consumers. This kind of advertising is usually aimed towards a large number of audiences and is much more effective, when the target group is very large and difficult to define.

In other words, if an ad is submitted for publication and a commission is paid to an ad agency to feature the ad, this is known as ATL.

ATL technique majorly employs TV and radio advertising, print advertising and internet banner ads. Assuring of the widest reach ATL advertising is often the most preferred form - the reason why media agencies fiercely compete for prime time spots in T.V, Radio and appropriate page and size in print or web.

To reach consumers directly through alternative forms of marketing other than traditional advertising channels used in ATL, BTL advertising follows an unconventional and direct form of marketing communication. These include activities such as distribution of pamphlets, handbills, stickers, promotions, brochures placed at point of sale, on the roads through banners and placards.

However, changing customer preferences and choices started taking its toll on ATL promotions, which became more than often a customary and too-conventional form of advertising. That's where the idea of 'below the line' advertising started scoring.

It could also involve product demos and samplings at busy places like malls and market places or residential complexes.

Product Demo

Below the line advertising also focuses on direct mail and e-mail, often using highly targeted lists of names to maximize response rates.

Below the line (BTL) techniques ensure recall of the brand while at the same time highlighting the features of the product.

For example, a hugely circulated newspaper will carry an ad, asking customers to visit their physical store and avail discounts or freebies, a classic 'above the line’ technique. When the customers visit the store, he or she will be offered with 'below the line' promotional material such as store banners, product samples etc.

Through the line (TTL) refers to a promotional strategy taking advantage of the best of ATL and BTL advertising concepts, ensuring maximum growth of the product or the brand. Here, the customers are guided from one medium to another.

Thus, Through the line (TTL) advertising not only spans your marketing message to the masses across different media for better exposure, but also allows you to target specific audiences using different platforms for a higher return on investment.

Clearly a jack and master of all trades at the same time!

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Disclaimer: I don’t own rights to any of the images used on this presentation. The purpose of this presentation is only informative and not commercial in anyway. The published information in no way reflects the views and opinion of my employer and represents only my personal viewpoint.