ATL and BTL Advertising

1. ATL and BTL Advertising
- Umananda Mukherjee

2. 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
BTLBTL

3. 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.

4. 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.

5. 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.

6. 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.

7. 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.

8. 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!

9. Thank You
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opinion of my employer and represents only my personal viewpoint.