Let’s talk about ATL, BTL TTL
Proctor and Gamble in 1954 began to pay the advertising firms separately. It was a new strategy, as other suppliers dealt with more direct promotional effort. Resultantly, the direct marketing strategy was separated from the marketing which was more broad in nature, and the terms ATL and BTL were carved.
The term TTL is relatively new, and is used to explain a much integrated marketing approach.
Defining ATL, BTL and TTL Marketing
To understand the various types of marketing terms, let us start by understanding what line marketing really is. The line marketing separates direct, targeted campaigns from a generally aimed brand awareness campaign. The line is the separation between the presence or absence of direct results, and direct return on investments (ROI).
Many now believe that the line is starting to blur due to the rising fame of social media and digital marketing. But you need to consider the intent. If a brand is promoting something that has a direct response element, it cannot be considered ATL. TTL on the other hand should show promotions but on a page which the brand has not targeted.
Above the Line Marketing
Above the Line marketing or ATL is the used to build brand awareness and create its goodwill. Such an approach consists of widespread campaigns. They are usually untargeted, and are undertaken at a general level.
The campaigns we see on our Television sets are usually ATL marketing, where the same ad is shown across the entire country to people of all demographic.
ATL uses the following media:
- Television: campaigns targeted at regional or national level.
- Print media: such as newspapers.
- Radio: Pan country, or pan city radio broadcasts.
Example of ATL Marketing
For instance, an ad for anti-dandruff shampoo when aired on TV, they do not know who will or will not watch it. Their goal is to spread the word, and that is how they do it.
Similarly, during election days, both the Democratic Party, and the Republican Party air their campaigns on national television, even though they know, not all TV viewers are republicans or democrats.
Advantages and Disadvantages of Above The Line Marketing
ATL is an impressive way of promoting your brand. But it requires a lot of investment. With ATL is also difficult to measure the precise impact and the ROI.
This is why it is untargeted. The target of ATL is not to convert as many people as it is pushed on to, but to make prospective customers and the audience aware of your brand and what you offer. It increases your visibility.
Below The Line Marketing
Belo the Line marketing is the opposite of ATL. It is specific and directly aimed at the audience who are identified as potential buyers.
Renowned BTL strategies include outdoor advertising, such as posters, billboards and flyers. It also includes digital marketing techniques such as email marketing, social media and sponsoring of events.
Digital marketing is growing in popularity. Event sponsoring has also become a useful tactic since it gives memorable experience to potential purchasers. Hence, making your brand become memorable with more people disposed to it.
BTL is focused on targeting certain ads to specific people. The communication of BTL marketing is highly personalized and its goal is to garner conversions.
BTL is implemented through:
- Outdoor advertisements: such as billboards, banners and sandwich boards, etc.
- Direct marketing: SMS, email marketing, social media posts, etc.
- Sponsorships: events, competitions, charity meetings.
- PR: viral marketing and press conferences.
- In-store Promos: such as visual merchandising, retailers, sampling, etc.
Example of BTL Marketing
Many brands have left ATL and are now investing in BTL due to the results yielded through BTL marketing. Certain brands also reveal their ad on social media before displaying it on any other social media channel. The Dove campaign for hair fall rescue is one of the examples of BTL.
Advantages and Disadvantages of BTL
Brands can easily track the result of BTL marketing campaigns. ROI is higher, but reach is limited.
Through the Line Marketing
Through the Line marketing is a hybrid of ATL and BTL. It is used for multi pronged results. In simple words, Through the Line marketing is used when the brand wants to create awareness, and target certain group of potential customers.
TTL activities can be implemented through:
- 360 degree marketing: brands use both Above the Line and Below the Line marketing techniques.
- Digital Marketing: creating online banners, buttons and social media presence through blog articles etc.
Advantages and Disadvantages of TTL
TTL is an all-round strategy. However, the biggest challenge with TTL is the cost. It can be extremely expensive to implement various promotional campaigns across various channels.
Examples of Through the Line Marketing
Many Non-Government Organizations (NGOs) such as Amnesty International and US-Aid are using TTL approach to advertise their agenda and expand their reach.
Victoria’s Secrets also used TTL approach to advertise their lingerie. The annual Victoria’s Secret show on TV, coupled with digital campaigns on Instagram, Facebook etc. is a sound example of TTL. Everyone, even people who don’t wear lingerie knows what Victoria’s Secret sells.
Conclusion
The Line marketing helps establish oganizations and brands their domain. So, understanding the difference between Above the Line, Below the Line, and Through the Line is an important part of your brand marketing. While Above the Line does not have a specific target, therefore it is aimed at a large number of people to increase brand awareness, and image.
It is therefore, not easy to quantify the results of ATL marketing.
On the other hand, Below the Line marketing is specific, and targets potential customers. It comprises content which will has an effect on the audience. This would then compel people to purchase your product. It is easy to quantify the ROI in BTL marketing.
Lastly, we have a hybrid of ATL and BTL: Through the Line marketing. It combines both approaches to target specific people, while impacting a greater number of masses on a broader scale. It gives measurable data on its impact. Through the Line marketing requires a heavy financial investment, and usually used by brands who are financially secure.
Each type has its own set of pros and cons. It depends on your budget, time, and commitment to brand growth. If you are still in a quandary, Ternion Solution can assist you in determining the most suitable marketing approach for your brand.
