Theyll give your presentations a professional, memorable appearance the kind of sophisticated look that todays audiences expect. Mar 20, 2012 above the line atl, below the line btl, and through the line ttl, in organizational business and marketing communications, are different strategies companies use to sell their products. Abovetheline marketing widespread brandbuilding advertising. Sep 20, 20 atl is majorly used to create awareness and buzz around product while btl is more directed towards action promotion i. In the advertising world, the line refers to whether or not there is a commission on media buying when it comes to implement the campaign. It would be a highly useful set for marketing gurus, digital marketing experts, sales leads, marketing consultants, subject matter experts, and other related professionals. Atl stands for above the line, meaning that the advertising is going to be deployed around a wider target audience, e. The line was originally used to separate marketing activities which had mass penetration above the line to those which had specific penetration below the line.
Mar 10, 2018 one of the things which confuses many of our student readers is the distinguishing features between above the line vs below the line marketing. What is btl in marketing btl refers to a series of marketing techniques known collectively as belowtheline marketing. Atl is traditional advertising and the agency earns a media buying commission. Uses independent media aimed at a wide audience below the line. The post was updated on october 25, 2018 as since this was posted the focus on content and content marketing has become a major thrust for many marketers especially in the b2b, but also the b2c category. Marketing and how atl and btl activity relate to marketing mc presentation syed salman. When creating a media plan we think about the media reach we want to have. Internet marketing is a means that covers both has the characteristics of a mass marketing and a direct marketing. It might seem obvious, although not all marketing campaigns are like this some are atl only and some. Winner of the standing ovation award for best powerpoint templates from presentations magazine. More detailed definitions of atl, btl and ttl marketing here is a description of the terms mentioned above well then go on to look at a few examples a bit further down this post. Just get it and do not waste time for a long creation of the presentations. Advertising is differentiated from public relations in that an advertiser pays for and has control over the. This article was written for business 2 community by jonathan furman.
Btl to advertising targeted at specific customer are not advertising in the media. Marketing everything you need to know about atl, btl and ttl advertising. I dont own rights to any of the images used on this presentation. This is because this technique is meant for products which. Atl advertising atl marketing stands for above the line marketing. It has made its own recognition providing alternate solutions of digital media and internet marketing. Advertising atl, btl, ttl raising awareness of your new product. Our diversity and agility distinguish us from our competitors. Above the line atl, below the line btl, and through the line ttl, in organizational business and marketing communications, are different strategies companies use to sell their products. How to measure your marketing effectiveness, using a. Atl and btl expanded as above the line atl and below the line btl.
Today, these marketing strategies fall into two distinct categories above the line atl and below the line btl activities. It might seem obvious, although not all marketing campaigns are like this some are atl only and some are btl only, this kind of marketing delivers both a wide reach and a focus on conversions. As of now, there is merciless rivalry among different private education institutions. Theres this concept of a throughtheline ttl advertising, where the line between atl and btl is blurred. These days, companies use an integrated approach involving.
Cover the major channels, advertising, promotion, benefits, etc. These include communications such as direct mail, sponsorship, brochures, pr, and email marketing etc. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. Nov 06, 2014 the advent of social media has blurred the line segregating the marketing techniques. What is the meaning of the line in atl and btl marketing. Belowtheline is a term in the ad, which means an integrated set of marketing activities, not including traditional media.
When communicating to a very niche audience, btl is used but when dealing with mass audience communication. Difference between atl and btl promotions marketing journal. Direct mail event marketing promotional marketing 7. Advertising is a marketing communication that employs an openly sponsored, nonpersonal message to promote or sell a product, service or idea. Atl marketing does not concern itself with generating a tangible response from the consumer let alone sustain a dialog with the audience. Any brand which wants to have mass appeal, has to use the above the line marketing techniques. A business may have developed terrific products and put together a supremely talented management team, but ultimately success hinges on persuading significant numbers of customers to select that company. Throughtheline marketing integrated atl and btl marketing. Jul 06, 2015 atl, btl, and ttl refer to the kind of marketing you are running. Abovetheline marketing widespread brandbuilding advertising btl marketing definition. Kelloggs used an integrated marketing campaign to launch a new fruit snack, a fruit roll strip, into the uk market. Oct 31, 2016 below the line marketing btl is the ability to tailor their messaging in more personal manner to audience. Btl is a preferred tool when test marketing a product, sampling and also in case of a targeted campaign in related to another bigger phenomenon.
Business model airbnb, via slideshare business model canvas examples, business. Above the line marketing explained with examples atl marketing. Sponsors of advertising are typically businesses wishing to promote their products or services. Nidhi arora banasthali vidyapith, vanasthali, rajasthan abstract. Atl, btl and ttl marketing definitions and examples. Dear nerds,i want to understand about theatl, ttl and btl marketing activities and how can i utilizethese activities for brand promotion and to reach out to the target customers. This kind of marketing is mostly used for building brand awareness and goodwill.
Jan 14, 2018 btl is a promotion strategy used by the companies to promote their products using specific, memorable strategies through the following channels direct marketing personal selling public. In a nutshell, while atl communications use media that are broadcast and published to mass audiences, btl communications use media that are more niche focused. Includes sales promotion, merchandising, posmaterials point of sale, direct mail, exhibitions and much more. Do not lose an excellent opportunity to download this template for free.
Above the line vs below the line marketing atl vs btl. An entirely editable and vectorbased powerpoint template on atl above the line and btl below the line marketing models. These acronyms come mainly from the advertising world and refer to the specific kind of audience you are trying to reach and for what purpose. Atl, btl, and ttl refer to the kind of marketing you are running. This kind of marketing is the kind of marketing that has a very broad. Btl is also part of the direct mail and consumer promotion and pocket media. Reaching the most accurate or helpful marketing attribution is an art as much as a science. It will help you train your audience about atl and btl marketing. Btl is a promotion strategy used by the companies to promote their products using specific, memorable strategies through the following channels direct marketing personal selling. Cipla head brand activation atlbtl 1215 yrs, mumbai, marketing,brand management,healthcare marketing,pharma marketing,marketing head,public relations, iim mba jobs. One of the things which confuses many of our student readers is the distinguishing features between above the line vs below the line marketing. Changing consumer demographics decrease the influence of traditional mass.
This professionally drafted above the line and below the line powerpoint template will. Everything you need to know about atl, btl and ttl advertising. Ppt marketing powerpoint presentation free to download. Above the line marketing explained with examples atl. Due to being much more focused, these channels are great for driving conversions. Worlds best powerpoint templates crystalgraphics offers more powerpoint templates than anyone else in the world, with over 4 million to choose from. Similarly smm can also be done to promote a brand or company at international, national or territoria. This is because this technique is meant for products which have a mass appeal and which need atl marketing. Does social media marketing fall into atl or btl marketing. Atl marketing definition atl marketing stands for above the line marketing. Impress your audience this professionally drafted above the line and below the line powerpoint template will certainly help you impress your audience.
Specifically, it identifies seven key trends that are directly impacting the allocation of marketing budgets for both atl and btl campaigns. For certain markets, like rural markets where the reach of mass media like print or television is limited, btl marketing with direct consumer outreach programmes make the most sense. Guardians know that the cost of education has raised these years. Here is the comparison of above the line vs below the line marketing commonly known as atl vs btl. Ttl marketing stands for through the line marketing. Traditional marketing channels advertising atl, btl, ttl raising awareness of your new product explaining the comparative benefits of the product generating initial requests for information initiating a direct response campaign through integrating interactivity public relations. Advertising is a marketing communication that employs an openly sponsored, nonpersonal message to promote or sell a product, service or idea 465 sponsors of advertising are typically businesses wishing to promote their products or services. Belowtheline marketing includes direct marketing by mail or email, sales promotion, marketing communications, exhibitions and telemarketing. It might seem obvious, although not all marketing campaigns are like this some are atl only and some are btl only, this kind of marketing delivers both a wide reach and a. All slides are professionally combined and gathered so. In comparison with btl terms are introduced and atl and ttl ad. Belowtheline marketing highly targeted direct marketing focused on conversions ttl marketing definition. Both the btl and atl components of a ttl marketing campaign are combined into a single advertising approach that is simultaneously both broad and narrow in its reach.
As such, ttl marketing uses a combination of approaches from both btl and atl marketing, including television advertisements, billboard promotions and targeted online advertisements. Below the line btl btl on the other hand is on the micro level, this marketing or promotion method is much more targeted towards specific groups of people. In atl, promotional activities are done at macro level. Other than that sem facilitates to generate instant sales lead, so why dont we call it as an btl activity. Btl marketing ideas are designed to stimulate the audience and incite a response from them. The sample project report ppt is characterized by its excellent structure. This is why below the line btl marketing is gaining prominence across the globe. Above the line marketing is comprised of media vehicles such as television, radio, newspapers and others. Brand manager, marketing manager, product manager and more on. Download this lovely and stylish looking business plan template in word for free and start. Abovethe line atl technique majorly employs tv and radio advertising, print advertising and internet banner ads.
May 17, 2010 online marketing is an atl activityseo neither atl nor btl sem atl have read in some article that seo and sem are part of online marketing. This kind of marketing is the kind of marketing that has a very broad reach and is largely untargeted. Atl is most applicable when a product is directed for a. Atl, btl and ttl marketing definitions and examples quick definitions of atl, btl and ttl marketing. Above the line atl technique majorly employs tv and radio advertising. Atl, btl and ttl marketing do you know the difference. Online marketing is an atl activityseo neither atl nor btlsematl have read in some article that seo and sem are part of online marketing.
What are atl and btl costs in filmmaking is a very common question to which all filmmakers need to know the answer, especially if they are involved at all with their films financing. Brand activation, btl activation, brand promotion, road shows. These days, companies use an integrated approach involving both atl and btl and it is called through the. Also, the concept of through the line has also been explained briefly. While terms like atl and btl and ttl are occasionally used, content and channel have now been well established. Confusingly, this line is not the line between atl and btl advertising. Everything you need to know about atl, btl and ttl. Btl operates using a live, direct communication with customers. Traditional marketing revolutionized through btl activities. Marketing plan free powerpoint template download free now. The differences between atl, btl and ttl advertising. Above and below the line marketing powerpoint template. In short, above the line atl communication is intended for a wider audience, while below the line btl communication is more targeted, either geographically, demographically, by interests, or when the target group is very niche.
In reality, even btl marketing effectiveness measurement is. And surprisingly, there exists a hypothetical line to differentiate between the kind of marketing one indulges into. Btl belowtheline a set of marketing communications, direct marketing different from atl abovetheline the level of impact on consumer choice and the means to the target audience. So why we consider online marketing as an atl activity and seo is neither atl nor btl. The art of marketing it lets one flirt with his or her creativity to sell advertise brand a product or service. Atl and btl expanded as above the line atl and below the line btl respectively are essentially advertising techniques targeted towards specific audiences and for specific purposes. Furthermore, you can also differentiate between both the concepts and add more value to your slideshow. To reach consumers directly through alternative forms of marketing. Nov 20, 2012 atl and btl expanded as above the line atl and below the line btl respectively are essentially advertising techniques targeted towards specific audiences and for specific purposes. Role of btl in marketing communication assignment point. Above the line vs below the line marketing atl vs btl 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. Using both atl and btl activities for example, a television advertisement supplemented with pamphlets of the product attached to newspapers.