Alphabet of Marketing:
ATL, BTL, and TTL
Are you below the line, above the line, or everywhere? You must know these three terms to manage your budget correctly.
The marketing world is full of acronyms. However, three of them determine the fate (and budget) of an advertising campaign: ATL, BTL, and TTL.
These terms classify to whom, where, and how the advertisement will be shown. The story begins in 1954, in the accounting department of Procter & Gamble (P&G). They drew a "line" on a piece of paper to separate commissions paid to advertising agencies. Above the line represented mass media, while below represented direct marketing. Although that line is blurred today, the strategy is still valid.
Above The Line Marketing (Mass)
Ads that appeal to everyone without distinguishing the target audience. The aim is to create "Brand Awareness" rather than immediate sales.
- Television
- Radio
- Billboard
- Newspaper
Below The Line Marketing (Targeted)
Activities aimed at a specific group, measurable and directly conversion-oriented. One-on-one contact is established with the consumer. This is TM Event's area of expertise.
- Roadshow
- Launch
- Sampling Activities
- E-mail Marketing
Through The Line Marketing (Integrated)
A combination of ATL and BTL. it both announces to the masses and interacts one-on-one. Also known as "360-Degree Marketing."
- Social Media
- Digital Campaigns
- Outdoor with QR Codes
Which One Should You Choose?
| Feature | ATL (Mass) | BTL (Event/Field) |
|---|---|---|
| Target Audience | Everyone (Broad) | Specially Selected (Narrow) |
| Interaction | One-Way (Watch/Listen) | Two-Way (Touch/Try) |
| ROI (Return on Investment) | Difficult to Measure | Easy to Measure |
| Cost | Very High | Affordable / Scalable |
Conclusion: A Balanced Mix
Running only TV commercials (ATL) makes people aware of your brand but doesn't necessarily convert them into customers. Conducting only events (BTL) establishes a deep bond but takes time to reach millions.
The best strategy is to create awareness with ATL and convert that awareness into experience and sales with BTL (Roadshow, Events, Launch).
Theory is Over,
It's Time for Practice.
Whether your brand needs a field activation (BTL) or a giant launch, we design the strategy and set the stage.