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Above The Line Sales Promotion: Advertising

This document discusses advertising techniques known as above the line (ATL), below the line (BTL), and through the line (TTL). ATL refers to mass media advertising like TV, radio, and newspapers. BTL refers to more targeted techniques like direct mail and promotions. TTL refers to an integrated approach using both ATL and BTL strategies together.

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Prathamesh Veling
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93 views4 pages

Above The Line Sales Promotion: Advertising

This document discusses advertising techniques known as above the line (ATL), below the line (BTL), and through the line (TTL). ATL refers to mass media advertising like TV, radio, and newspapers. BTL refers to more targeted techniques like direct mail and promotions. TTL refers to an integrated approach using both ATL and BTL strategies together.

Uploaded by

Prathamesh Veling
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Above the line (ATL), below the line (BTL), and through the Line (TTL),

in organizational business and marketing communications, are advertising


techniques.

In a nutshell, while ATL promotions are tailored for a mass audience, BTL
promotions are targeted at individuals according to their needs or
preferences. While ATL promotions can establish brand identity, BTL can
actually lead to a sale. ATL promotions are also difficult to measure well,
while BTL promotions are highly measurable, giving marketers valuable
insights into their return-on-investment.

Promotional activities carried out through mass media, such as television,


radio and newspaper, are classed as "above the line" promotion. "Below the
line" promotion refers to forms of non-media communication or
advertising, and has become increasingly important in the communications
mix of many companies, not only those involved in fast moving consumer
goods, but also for industrial goods.

"Through the line" refers to an advertising strategy involving both above


and below the line communications in which one form of advertising
points the target to another form of advertising thereby crossing the "line".

Above the line sales promotion


ATL is a type of advertising through media such as television, cinema,
radio, print, web banners and web search engines to promote brands. This
type of communication is conventional in its nature and is considered
impersonal to customers. It differs from BTL advertising, which uses
unconventional brand-building strategies, such as direct mail and printed
media (and usually involves no motion graphics). It is much more effective
when the target group is very large and difficult to define.

The term comes from top business managers[citation needed] and involves the way
in which Procter & Gamble, one of the world’s biggest advertising clients,
was charged for its media in the 1950s and 1960s. Advertising agencies
made so much commission from booking media for clients that the creative
generation and actual production costs of making TV ads was free [citation needed]
– hence above the line. Everything else they paid for and was therefore
below the line.[clarification needed] Since then, models have changed and clients are
no longer charged for their media in that way.{{Citation needed|
date=March 2010}

The term comes from top business managers[citation needed] and involves the way
in which Procter & Gamble, one of the world’s biggest advertising clients,
was charged for its media in the 1950s and 1960s. Advertising agencies
made so much commission from booking media for clients that the creative
generation and actual production costs of making TV ads was free [citation needed]
– hence above the line. Everything else they paid for and was therefore
below the line.[clarification needed] Since then, models have changed and clients are
no longer charged for their media in that way.{{Citation needed|
date=March 2010}

[edit] The line


Used loosely, ATL still means mass media. However the media landscape
has shifted so dramatically that advertisers have reconsidered the
definitions of mass media.

For some marketers the "line" divides the realm of "Awareness or Attention
focused marketing" and that of "Interest + Desire focused marketing". Since
audience numbers in the Interest and Desire phase of the AIDA sales
model narrow down to a fraction of the Awareness audience, the line could
be drawn right below the awareness set of activities.

Loosely put, everything done prior to a customer's actual entry into a retail
outlet is ATL for these retailers, as they define shop-floor activities as the
true BTL set of activities which decide on which brand sells eventually.

It could also be argued this is a reverse definition, i.e. the Line came before
the above definition did. The Line more likely refers to the profit line of the
agency, with above the line activities being more profitable (or at least
profitable) for advertising agencies, and below the line activities of little
value to agencies since they didn't involve large budgets and hefty
kickbacks from media buying houses.
[edit] Below the line sales promotion
BTL sales promotion is an immediate or delayed incentive to purchase,
expressed in cash or in kind, and having short duration. It is efficient and
cost-effective for targeting a limited and specific group. It uses less
conventional methods than the usual ATL channels of advertising,
typically focusing on direct means of communication, most commonly
direct mail and e-mail, often using highly targeted lists of names to
maximize response rates. BTL services may include those for which a fee is
agreed upon and charged up front.

BTL is a common technique used for "touch and feel" products (consumer
items where the customer will rely on immediate information rather than
previously researched items). BTL techniques ensures recall of the brand
while at the same time highlighting the features of the product.

Another BTL technique involves sales personnel deployed at retail stores


near targeted products. This technique may be used to generate trials of
newly launched products. It helps marketers establish one-to-one
relationship with consumers while mass promotions, by definition, make it
difficult to gauge consumer-response, except at the time of sales. Examples
include tele-marketing, road shows, promotions, in- shop and shop-front
activities, display units.

[edit] Through the line


More recently,[when?] agencies and clients have switched to an "Integrated
Communication Approach", or "through the line" approach. TTL is a
neologism describing an existing process, according to Altaf Jasnaik,
Corporate Communications and Branding Manager at Sharp Middle East
& Africa[1]. In the TTL approach, a mix of ATL and BTL are used to
integrate a marketer's efforts and optimize returns from these separate
investments.

Recently[when?] the TTL approach has shifted its emphasis more towards
BTL[2]. The idea remains to optimize the return on marketing budget spent
by focusing one's energy on winning smaller yet more crucial BTL battles
than ATL wars with well-funded competition. According to EBS
Worldwide,[citation needed] mainstream mass broadcast marketing is increasingly
being viewed as uneconomical, in terms of return on investment, which is
where BTL marketing fits in. a few examples could be - bus stand
hoardings, pamphle

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