In Visual Studio 2019: Choose File > New > Project, type "atl" in the search box, and choose ATL Project.. Thank you! Examples of ATL, BTL, and TTL marketing activity An illustration of above the line marketing is a television campaign operated by a grain organization. Examples of ATL, BTL, and TTL marketing activity An illustration of above the line marketing is a television campaign operated by a grain organization. The key aim of these campaigns is to get consumers to act and to bring brands to life via experiences and forming long-term emotional connections. Sometimes above the line strategies are used to execute their direct marketing strategies. They might offer free cereal samples along with vouchers that could be used in a local store. Due to technological advancement and business expansion through the line (TTL) is created which is the combination of ATL and BTL advertising activities. Thanks for the suggestion! Examples of BTL promotion are: Sales promotion ; Direct marketing and direct mail Examples of ATL, BTL, and TTL marketing activity. Thanks for the feedback. It’s a fine line between pulling this off and annoying people, although if you can find a happy medium this option can add substantially to your bottom line. In-person demonstrations Arranging in-person demonstrations is one of my most favourite BTL methods for the promotion of products, particularly B2B. ATL/BTL/TTL marketing meaning in infographic form. Here are a few adverts that might help explain this in more detail: Are they relevant to small businesses? No problem, we’ll discuss these in more detail below. We’ll discuss that in more detail now, using social media as an example. Outdoor advertising also falls under ATL I guess, because there is no specific targeted customer. This kind of appeal is normally aired nationally, is useful for building brand awareness and of course has the direct response element included. All promotional messages are untargeted, that means they don’t concentrate on a selected goal group. Finally, I’d like to mention point of sale promotion. Through the marketing involves marketers to create marketing campaigns which include both ATL & BTL strategies. The ad would be aired across the nation, with … Even blind mailings (to a specific geographic location relevant to your business) work, although it’s much better to send mail to people who have already opted in to hear from you. These below the line activities make use of various point of sales to get the most return out of the investments. Very powerful and definitely worth looking into, this is one of my favourite BTL marketing ideas listed here.. You’ll have first hand experience of this type of marketing – brand-building adverts that are run across the nation, designed to keep products in your mind at all times. 360-degree marketing: Using both ATL and BTL activities – for example, a television advertisement supplemented with pamphlets of the product attached to newspapers. – Definition, Characteristics, Pros & Cons, What Is Personal Selling? “That is the ‘Line’ in marketing – it separates direct marketing from higher level brand marketing.”. Examples of ATL, BTL and TTL marketing activity. We’ll inform the team about the same. ATL, BTL and TTL Marketing – Definitions And Examples Quick definitions of ATL, BTL and TTL marketing: ATL Marketing Definition: Above-the-Line Marketing – widespread brand-building advertisingBTL Marketing Definition: Below-the-Line Marketing  – highly targeted direct marketing focused on conversionsTTL Marketing Definition: Through-the-Line Marketing- integrated ATL and BTL marketing campaigns. The term TTL is a relatively recent one, although to be honest I am unsure of exactly when this was first used. Consumers may like a certain advert but that that does not guarantee a lead or sale. Well explained with the examples and very interesting ! However, the distinction described so far was mostly due to the fact that marketers and advertisers were much more limited as to what they could really do with platforms they had available to them. This kind of marketing is mostly used for building brand awareness and goodwill. This option is not really a ‘strict’ BTL method, although it’s a great way of reaching a local market/community. The explanations are very clear and easy to comprehend. Most of the marketing campaigns today are TTL campaigns. © Below The Line Marketing - Think Different. The results can be easily measured providing valuable data to estimate return-on-investment. Feedough is the one-stop resource for everything related to startups. 1) It is costly – Any media is costly, but television and newspapers are known to be the costliest around the world. The terms ATL and BTL were first used in 1954 after Proctor and Gamble began paying advertising firms separately (and at a different rate) from other suppliers who dealt with more direct promotional efforts. This site uses Akismet to reduce spam. It has created some great commercials that are shown via … Also, note that because the image contained a 10% offer, it could not be considered ATL as it has a direct response element attached to it – the only options are below-the-line or through-the-line. The line differentiates the target audience from everyone. Related to the above, catalogues work well as a BTL method – people have signed up to look at what you have on offer so the response rate is usually pretty good. This kind of marketing is the kind of marketing that targets specific groups of people with focus. Thanks for the write up. Here is an overview of the ATL/BTL/TTL marketing meanings as an infographic: Hopefully this post has given you a clear idea of the ATL/BTL/TTL marketing distinctions and also where it can become a bit ‘blurry’. And, in modern times, social media is actually pretty difficult to define as either ATL, BTL or TTL (we will discuss that properly further down this post). What are you waiting for? ATL marketing strategies are influenced at a huge and a massive level to cover a large-scale audience and customers. Did you mean HoReCa? It used to be that the following kinds of media would be considered ATL marketing activity: – Television– Radio– Newspaper/magazine ads. One of the most personal strategies used by marketers, direct mails (e-mails, text messages, etc.) Below the line tactics are used to spread the message just to the target audience while above the line tactics target everyone. They give us the reach and the focus to implement marketing strategies that have a wide reach, yet narrow focus. Brand Activation is the art of driving consumer action through brand interaction and experiences. Above-The-Line activations are a widespread advertising and marketing campaign or activity that is undertaken at a general level, without any specific audience targeting. – Meaning, Importance, & Examples, Digital Advertising: Definition, Types, & Examples, What Is After-Sales Service? Hey. We are currently ranked as the 15th best startup website in the world and are paving our way to the top. An example of Above The Line marketing would be a television campaign run by a cereal company. For more information, I’d suggest you read my free, 118 page e-Book – The Beginner’s Guide To ATL/BTL/TTL Marketing Planning – which will give you everything you need to know to develop a succesful marketing strategy. TV advertisements have a reach from local, to national, and international audience depending on the TV channel and the contract between the parties. We’re glad you liked it. First, where do the terms come from and what is the ‘Line’ in marketing? A business is just like a human body: it has different parts, but it’s only able to function properly when all those parts work together towards the same objective. And the following kinds of marketing would be considered BTL marketing activity: – Door to door sales– Telemarketing– Direct mail. Catalogues can be issued digitally or through the traditional post. The mediums convey the message to everyone who has access to them. Marketing lets one show his or her creativity to sell/advertise/brand a product or service. However, the content will apply as well to ‘Advertising’ as it does to ‘Marketing’. There is no thundering your way through a phone-book here – you’re contacting a list of pre-screened people you are sure you can help. Retailers can connect with their … Digital Marketing is a part of TTL and the the example for this would be as below, Consider flipkart has posted big billion day across the internet – the ideology is both branding and selling happening at the same time…, means ,viewing the adv is ATL and clicking on the adv and converting that to sale is BTL. This type of advertising is cookie based. All of the ATL promotional methods below are very similar in intent, they only differ in advertising medium (therefore there is little point in me writing different descriptions for each). – Characteristics & Examples, What Is Cash Cow? Thanks and waiting for more such vibrant post regard to different marketing theories. Conversions are given less importance in above the line advertising. Best examples are TV, Radio, Print, etc. An example of Above The Line marketing would be a television campaign run by a cereal company. An Example Of Above The Line Marketing Activity. 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). For example, if you supply garden maintenance services to residents of a particular area, a well designed leaflet containing an offer might just do the trick. Local, regional and national print media has a wider reach than any of the other mediums. BTL Marketing Definition ‘BTL Marketing’ stands for ‘Below The Line Marketing‘. The strict TTL option would be if the image was used to promote ‘10% Off’ but was only added to to the page as a normal image so that anyone who ‘likes’ the page could see it (therefore it’s not nearly as targeted). As discussed above, there is no direct response element here, they are only deployed to increase brand awareness and goodwill. We recommend that you use your own judgement and consult with your own consultant, lawyer, accountant, or other licensed professional for relevant business decisions. Radio is a perfect option for marketers to fulfil all the frequency and creative demands of an advertisement. So, does that mean it should just be considered TTL then? I have one comment though about the ad placed on top of the screen. Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Search the world's information, including webpages, images, videos and more. Start your search now on this startup guide. Thanks! Magazines exist in niches and make it easier for marketers to reach their niche directly through them. Clearly we are not talking about sponsoring a national football league or team – that would definitely be an ATL activity – although having your logo associated with a local sports team can do wonders to help your business target a particular demographic. A few examples are: bus stand hoardings, pamphlets, small informational sheets along with the newspaper, etc. are tailor-made messages about the brand or different offers drafted according to the needs of each customer. Below the line (BTL) marketing represents direct marketing or one to one marketing. As a BTL campaign is much more targeted in nature, you will be able to measure the following types of events, for example: – Conversion rates – from your websites/blog/direct mail campaigns/discount offers, etc– Click through rates (CTR) – from digital ads– Open rates – emails/marketing automation campaigns– Website/blog/landing page visits– Followers and subscribers – on your blog, email lists and social media profiles, etc, Measuring a Through-the-Line marketing campaign. See 159 types of marketing, all clearly explained with examples. Hope I am correct. However, if you treat it the same way as I mentioned in the intelligence-based telemarketing section above, door-to-door marketing can still be very profitable.  Often known as direct marketing strategies, below the line strategies focus more on conversions than on building the brand. BTL promotions target individuals based on their needs or preferences and can lead directly to sales. This strategy has a better ROI and is considered better by the consumer. In effect, we can achieve BTL type results using what were once considered ATL methods. Plus, as small business owners, we now have the tools and resources at our disposal to run truly effective TTL marketing campaigns, such as social media networks, sites such as YouTube as well as PPC platforms such as Adwords. Social Media Marketing is a perfect example of a TTL activity, here the cost is minimum and impact is wide and precise. There is no direct response element here, so it can’t be considered BTL or TTL. This too comes under TTL marketing. In any case the term TTL was coined to explain a more integrated marketing approach, which combines both the widespread and direct approaches, rather than the traditional ATL/BTL separation. As you can see, it actually depends on your intent and method of distribution as to how the image should be classified, strictly. As you can tell from the definitions provided above, TTL campaigns provide a mix of both ATL and BTL elements and therefore the measurement of such campaigns would be made up of both measurement options above. Above The Line (ATL) refers to promotional activities done at macro level. Hi, Thanks for sharing this knowledge. Did we miss something? ATL communication is done to build the brand and inform the customers about the product. You realise that social media offers a huge reach and hefty exposure – meaning it could be considered ATL – but that it can also be very highly targeted, so it could be BTL too. The effectiveness of above the line (ATL) marketing mediums (print media, cinema, radio, television, banners) is limited. Examples of ATL, BTL and TTL marketing activity, An Example Of Above The Line Marketing Activity. Outdoor can be both ATL and BTL. You are your products and services have the chance to directly engage with potential buyers and influencers – the rewards can be substantial. Here’s 15 examples of great integrated marketing campaigns that work by combining content, digital and website marketing, with traditional marketing methods like PR.. Old Spice: Smell Like a Man. I have a doubt , A below the line online magazine developed to inform, remind and educate marketers around the globe. The answer is ‘Probably, but not all of the time’ – to effectively classify this, we would have to begin by asking a couple of questions: For example, it could be that the image was used with a message saying something like ‘Get 10% Off’ and was delivered through the Facebook Ad Platform – this could be classified as a BTL campaign regardless of the fact that a social media platform is being used as response driven messaging specifically targeted to certain market segments. Tradeshow/exhibition Staff Tradeshows and exhibitions are a great way to get right in front of your target audience. Now that you are up to speed on the definitions, you may be wondering if the ‘Lines’ are becoming a little ‘blurry’ in the modern age – if so, I’d say that’s a valid point to hold. An illustration of above the line marketing is a television campaign operated by a grain organization. Examples Of ATL, BTL And TTL Marketing. However, if I’m thinking about the most ideal solution for the average small business owner that’s trying to serve a wider area, I’d have to say that TTL marketing was the most relevant these days. Check your local authority rules here, but a great way of generating some quick business is through a targeted leaflet drop. Now, let’s have a look at a list of 20 common ATL and BTL marketing methods, Above-the-Line (ATL) Promotional Actvities. Marketing activities done within the retail store are called In-store marketing activities. Think about a national TV campaign, where viewers across the nation see the same advert aired across the various networks. If a company sponsors an event and also puts up a stall at the event what kind of advertising strategy will it be called and what if the company is bank loan or an awareness generating ngo. Above the Line (ATL) advertising. One such case in which it becomes difficult to classify whether a promotional activity should be termed ATL, BTL or TTL is when you use images within your social media campaigns. However, I think that generally speaking, social media profiles can be considered ‘Above-the-Line’ because they are set up and published for all to see. However, the following points are probably worth bearing in mind when thinking about this in practice: – Keep it digital – printed advertising/TV slots and radio are very expensive, and difficult to measure– Digital methods such as PPC and social media allow national coverage, but in a very targeted way to suit small business needs and budgets– Digital methods are easy to track and measure, meaning less waste and more chance of success– All of your marketing messages should be consistent and clear at every stage (TTL campaigns work because they get the point across well all the way from brand building to conversion). I also hope the Top 20 list has given you a useful list of examples you can put to use in your own campaigns. Example of ATL Television Examples of BTL promotion ... ATL represents traditional marketing channels that strive to reach a mass audience with messages that reinforce the brand, communicate product information or incite an emotional response. Nicely explained This can also be done online with systems such as Go To Meeting and similar. ATL methods focus at directing the communication in direction of the mass market. – Process, & Examples, What Is A Business Model? Thank you so much for this, really helped me understand promotion better!!! Email marketing  This is hands-down the most effective BTL marketing method there is. Product or company names, logos, and trademarks referred to on this site belong to their respective owners. However, our research is meant to aid your own, and we are not acting as licensed professionals. Let’s say you want to use an image in your social media campaign and you wonder if it should be considered ATL, BTL or TTL. Marketing strategies can be planned and carried out with an integrated approach of using both ATL & BTL advertising mediums to get the maximum advantage. This kind of marketing delivers both a wide reach and a focus on conversions. This kind of phone-based marketing is all about research and being smart – you’ll have researched the company/person in detail and you will know exactly what you can do for that specific person. TTL – Through The Line Marketing. Hello. As a result, BTL promotion is relatively cheap compared to ATL promotion.