ATL, BTL & TTL MARKETING

Above the line, Below the line and through the line activities used for marketing both in both Mass and Niche market and the challenges that are faced in the current market dynamics.

1. PROS & CONS OF ATL, BTL AND TTL ACTIVITIES Presented By: M Umair Bawany Student I.D: 20161-20948

2. INTRODUCTION Above the Line (ATL), Below the Line (BTL) and Through the line (TTL) advertising are regular buzzwords in an ad arena. ATL and BTL are essentially advertising techniques targeted towards specific audiences and for specific purposes. ATL B TL BTL

3. ATL MARKETING Above The Line ( ATL) technique majorly employs TV and Radio Advertising , Print Advertising and Internet Banner Ads . Assuring of the widest reach ATL Advertising is often the most preferred form - the reason why media agencies fiercely compete for prime time spots in T.V, Radio and appropriate page and size in print or web. In other words, if an ad is submitted for publication and a commission is paid to an ad agency to feature the ad, this is known as ATL. For Example: Telivision Ads Radio Newspaper

4. PROS AND CONS OF ATL PROS: ATL can reach a large audience of customers Customers more aware of ATL because they are more interesting /appealing Raises profile of your products It helps you to build your brand name & status.

5. PROS AND CONS OF ATL CONS: Can be very expensive Audience may not receive message eg TV advertising Other segments also targeted -not always cost-effective CHALLENGES: It is being replaced It is beyond small and medium businesses

6. BTL MARKETING Below the line marketing (BTL) is the ability to tailor their messaging in more personal manner to audience. It is a targeted approach. To reach consumers directly through alternative forms of marketing. Direct Mail Event Marketing Promotional Marketing

7. PROS AND CONS OF BTL PROS: It derives individual responses. It is highly measurable allowing marketeers insight into their ROI. Targeted towards specific customers. It establishes one on one relationship between Marketeers and customers. CONS: Not effective in catering Mass markets. For Example: Pamphlets Brochures Window Dressing Stickers

8. TTL MARKETING TTL Marketing does not only spans your marketing message to the masses across different media for better exposure, but also allows you to target specific audiences using different platforms for a higher return of investment. Basically it is a combination of both ATL & BTL activities for specific customers. ) a Clearly a jack and master of all trades at the same time! t only spans your marketing message to

9. Through the line (TTL) refers to a promotional strategy taking advantage of the best of ATL and BTL advertising concepts, ensuring maximum growth of the product or the brand. Here, the customers are guided from one medium to another. For example, a hugely circulated newspaper will carry an ad, asking customers to visit their physical store and avail discounts or freebies, a classic 'above the line’ technique. When the customers visit the store, he or she will be offered with 'below the line' promotional material such as store banners, product samples etc. For Example: Web Marketing Social Media Fairs & Events TTL MARKETING