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Atl, BTL & TTL in Marketing

The document outlines the differences between Above The Line (ATL), Below The Line (BTL), and Through The Line (TTL) marketing strategies. ATL focuses on mass media for brand awareness, BTL targets specific audiences with direct marketing, and TTL combines both for integrated campaigns. Each approach has unique characteristics, goals, and channels, emphasizing the importance of strategic selection based on campaign objectives.

Uploaded by

mehnoune.imad
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Topics covered

  • Product Launch,
  • Direct Marketing,
  • Conversion,
  • Billboards,
  • Direct Mail,
  • Influencer Marketing,
  • Cost,
  • Use Cases,
  • OTT Platforms,
  • Lead Nurturing
37 views6 pages

Atl, BTL & TTL in Marketing

The document outlines the differences between Above The Line (ATL), Below The Line (BTL), and Through The Line (TTL) marketing strategies. ATL focuses on mass media for brand awareness, BTL targets specific audiences with direct marketing, and TTL combines both for integrated campaigns. Each approach has unique characteristics, goals, and channels, emphasizing the importance of strategic selection based on campaign objectives.

Uploaded by

mehnoune.imad
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Topics covered

  • Product Launch,
  • Direct Marketing,
  • Conversion,
  • Billboards,
  • Direct Mail,
  • Influencer Marketing,
  • Cost,
  • Use Cases,
  • OTT Platforms,
  • Lead Nurturing

Above The Line

ATL
Through The Line

TTL
BTL
Below The Line

ATL, BTL & TTL


in Marketing
What do they mean? What’s the difference?

When do you use?


Above The Line

ATL

Definition:
Mass media marketing aimed at large, general audiences.

Key Characteristics:
– One-way communication
– Wide reach
– Low personalization
– Brand-building focus
– Difficult to measure ROI

Common Channels:
Television, Radio, Newspapers, Magazines, Outdoor advertising
(billboards, hoardings), OTT platforms

Use Case:
Ideal for creating top-of-mind awareness and launching
products at scale.
BTL
Below The Line

Definition:
Direct marketing targeted at specific audience segments.

Key Characteristics:
– Two-way communication
– High personalization
– Lower cost, higher engagement
– Easier to track ROI
– Action and response-driven

Common Channels:
Email campaigns, WhatsApp marketing, In-store promotions,
Events, Flyers, Sampling, Direct mail

Use Case:
Best for nurturing leads, driving conversions, and executing
localized campaigns.
Through The Line

TTL

Definition:
A strategic blend of ATL and BTL to create integrated campaigns.

Key Characteristics:
– Seamless customer journey across platforms
– Measurable and adaptable
– Consistent messaging
– Full-funnel engagement
– Data-backed optimization

Common Channels:
Performance campaigns, Influencer + paid media combinations,
Omnichannel strategies, Digital + traditional integrations

Use Case:
Effective for end-to-end marketing campaigns targeting both
awareness and action.
Aspect ATL BTL TTL

Mass, broad- Mixed (broad +


Audience Niche, segmented
based targeted)

Engagement and Awareness to


Goal Awareness
conversion conversion

Interactive, two-
Communication One-way Integrated
way

Measurability Low High Moderate to high

Cost High Low to moderate Variable

Personalization Minimal High Medium to high

TV, radio, print, Events, email, Digital ads,


Examples
OOH activations influencer + ATL
Choosing the right
approach isn't about
trends—it's about
strategy.

Good marketers know when to


use which—and how to
connect them.

How are you currently using


these in your campaigns?
Let's start a conversation.

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