After Proctor and Gamble started paying advertising agencies differently from other suppliers that handled more direct promotional activities, the words “ATL” and “BTL” were first used in 1954. In essence, in marketing, we target that generalized.
Marketers can carry out promotional activities in one or two ways. They either promote the goods to the entire market or they develop targeted messaging for a certain customer segment. These marketing tactics currently have two groups: Above the Line (ATL) activities and Below the Line (BTL) activities.
Marketers had to figure out how to respond to these changing needs because consumption habits were always changing. Through the Line (TTL) marketing initiatives assist marketers in utilizing an integrated strategy to concurrently sell items to mass and focused markets at the same time.
Above the Line (ATL) advertising
ATL methods concentrate on targeting the mass market with communication. All marketing communications are untargeted, which means they do not concentrate on a particular target audience. The purpose of this is to let customers know the product is available. Customers who are actively looking for the product. Marketers encourage others to visit stores. However, These tactics assist businesses in expanding their audience and increasing brand recognition.
Examples of Above the Line (ATL) advertising
Some of the examples of above-line advertising strategies are mentioned below:
The typical Indian watches 4 hours of television every day. Similar circumstances apply to the rest of the planet. Moreover, Depending on the TV channel and the parties’ agreement, TV commercials might reach a local, national, or even international audience. Since moving visuals and audio are preferable to stationary images or audio alone, TV advertising engages better with viewers.
According to psychologists, a consumer must be exposed to an advertisement. At least three times before it starts to sink in. When it comes to this frequency, no other medium other than radio offers such affordability.
The best alternative for marketers to meet the frequency and creative requirements of an advertisement is radio. Moreover, Radio should have a similar national, international, and local presence as television.
Print Advertisements (magazine & newspaper)
More people are reached through local, regional, and national print media than by any other kind of media. Advertisers use predetermined ad slots in newspapers to inform readers about their brands or promotions.
It is simpler for marketers to directly target their audience through magazines because they are available in that market.
Frequently displayed in public areas is outdoor advertising. These have a wider audience depending on the locations and are always on view. They consist of banners, billboards, wraps, flags, and more.
Benefits of Above-the-Line Advertising
Greater Reach: National and international audiences can be there with the help of above-the-line advertising media.
Higher Audience Contact: Nowadays, audio-visuals are used in media like TV and radio, which have a better audience connection.
Brand building: Media advertising plays a key role in developing and achieving brand identity. The consumers create a brand. Marketers’ job in creating a brand is to creatively communicate with as many potential customers as possible about the product or service and its advantages. As a result, developing a brand relies heavily on above-the-line marketing.
Below the Line
BTL advertising (below the line) entails particularly focused, memorable, and direct advertising campaigns aimed at certain customer demographics. Below-the-line strategies, also referred to as direct marketing tactics, place a greater emphasis on conversions than on brand development.
Examples of Below the-Line Advertising
Some of the examples of Below the line advertising strategies are listed below:
Direct Mail Marketing
Direct mail (emails, texts, etc.), one of the most personalized marketing techniques, consists of information about the business or special offers that are created specifically for each consumer. Therefore, if correctly executed, this BTL technique could lead to increased conversions.
Sponsorship is a collaboration with various corporations or events to increase impressions. This is frequently used as part of BTL brand promotion methods.
The technique of influencing consumer behavior through brand interactions and experiences is brand activation. However, the main goal of these campaigns is to compel customers to take action and give companies life through experiences and the creation of enduring emotional bonds.
There are lots of In-store marketing activities in a physical store. Although, To maximize the return on investment, these below-the-line activities leverage a variety of points of sale.
Benefits of below the line Advertising
Extremely Targeted: When communication is done in accordance with consumer preferences, conversions are improved. BTL marketing methods are more effective in terms of conversions because they are highly focused.
Better ROI: Below-the-line promotional activities are mostly the target audience of a particular place. They have a wider audience and are simpler to implement, monitor, and manage. So, in terms of conversion, BTL tactics offer a greater ROI and MROI.
Easy Control: Actions are there to increase ROI by readily tracking. and monitoring the return from these efforts.
Tailor-made: Below-the-line advertising tactics are already available to meet the needs of a particular target market. This tailored individually for various client segments.
Through the Line
Both ATL and BTL marketing tactics are used in through-the-line marketing, often known as TTL advertising. However, For better results, the current market consumer trend necessitates the integration of both ATL & BTL techniques.
Examples of Through-the-Line Advertising
Some of the examples of Through-the-Line advertising strategies are mentioned below:
An integrated approach to planning and executing marketing initiatives can make the most of both ATL and BTL advertising channels. TTL campaigns make up the majority of marketing initiatives today.
It is possible to implement a digital marketing plan that benefits from above-the-line marketing while also communicating with customers below-the-line. Mostly, cookies are the most common thing for this kind of advertising. Based on their requirements, wants, and preferences, users receive highly tailored messages. The consumer views this method as better and it has a higher ROI.
In conclusion, when it comes to marketing, there is no one strategy that fits all situations. Moreover, while ATL strategies may be effective for some businesses, BTL strategies may be necessary for others. Everything depends on how well marketers understand the market. Whether the communication and the target audience fit well.