If you are a marketing professional or student and need to become more familiar with the most recent marketing jargon, you risk missing out on opportunities. Above the line (ATL) and Below the line (BTL) are examples of such terms. Since I also teach marketing at Westford University College, I frequently get inquiries from my students about ATL and BTL advertising.
Here is a brief explanation of the terms Above the line—both ATL. Reaching customers is the purpose of advertising in marketing, so advertisers choose either ATL or BTL marketing communication to accomplish this.
When Procter and Gamble paid advertising firms separately (through different rates) for their suppliers who dealt with more direct promotional effects, the terms ATL or BTL marketing were created or first used.
The term TTL, which describes a more integrated marketing strategy combining widespread and direct approaches rather than the conventional ATL/BTL separation, is relatively new.
Above-the-line marketing aims to increase brand recognition and give a product or service a broad audience.
By directly contacting consumers in nearby towns and cities, the BTL marketing strategy involves giving away free product samples.
The BTL marketing campaign is ideal for small businesses targeting a regional market. Nowadays, the TTL marketing campaign is used to raise overall brand awareness while directing direct response efforts at specific segments or prospects once the customer or client has entered the marketing funnel.
A successful TTL marketing campaign enables small businesses to use the tools and resources, such as social media networks and PPC platforms like Ad words, etc., to reach and focus on conversions.
In this digital marketing era, you have three options: ATL, BTL, or TTL.
The following media types are what the traditional marketing division into ATL, BTL, and TTL is based on. For example, choosing media like these is best for Line Marketing.
●Television.
●Radio.
●Advertisements in newspapers and magazines.
●BTL - Below the Line Marketing activity works best when you choose, in this case.
●Door-to-door selling.
●Telemarketing.
●Postal mail.
●Exhibitions.
Integrating ATL or BTL marketing campaigns in these campaigns is effective from the perspective of TTL - Through The Line Marketing. However, the distinctions between ATL, BTL, and TTL must be clarified in this digital marketing era. Because they are created and published for public viewing, the social media profiles we currently see can be considered above-the-Line marketing campaigns. Today's Below the Line marketing campaigns might include -.
●Telemarketing that is informed.
●Targeted leaflet distribution.
●A mall stand or a shopping center stand.
●Team sponsorship in local sports.
●Direct demonstrations.
●Door-to-door sales.
●Utilizing direct mail.
●Catalogs.
●Email promotion.
●PPC and social media advertisements.
●Remarketing.
●Post-purchase incentives or coupons.
●Bring up the promotion of sales.
The various types of measurements must be considered when determining the success of ATL, BTL, and TTL campaigns. For instance, the types of sizes in an ATL campaign that aims to reach a broad audience with brand-building content include.
Frequency is the number of times potential clients in the target market see the advertisements.
Reach The overall number of viewers of your ads.
The quantity of impressions indicates how frequently different media have shown your ads.
You should be able to track the events listed below when assessing the effectiveness of BTL marketing campaigns, for example.
●Conversion rates from your websites, blogs, coupon offers, etc.
●CTRs for digital advertisement clicks.
●Email and marketing automation campaign open rates.
●Blog and landing page visits on websites.
The number of readers and subscribers you have on your blog, email lists, social media profiles, etc.
The options available in ATL and BTL marketing campaigns must be considered when evaluating the success of TTL marketing campaigns because they combine ATL and BTL elements.