January 22, 2020.
Written by Sharoon Emmanuel
Advertisements can be divided into three segments namely Above the Line (ATL), Below the Line (BTL), & Through the Line (TTL), each one of them differing based on the mode of distribution. Michael J Baker, author of The Marketing Book differentiates atl btl & ttl based hypothetical boundaries based on the fact how advertising agencies have various pricing models for each of service being offered.
ATL (Above The Line)
Above the Line advertising comprises of advertising activities that aren’t targeted to micro extent and have a wide reach. This form of communication aims to build the brand and inform masses about the product with least focus on conversions.
Related: - Atl Btl advertising Dubai
· TV advertisement.
· Newspaper/magazine advertisement.
· Roadside advertisement, poster or bill sticker.
· Radio advertisement.
· Major sports team, venue or event sponsorship.
· Cinema advertisement.
· Social media (general profiles or pages, not advertising).
Measuring ATL Campaigns
· Frequency: - Number of times the target audience sees the advertisement.
· Reach: - Total people that see the advertisement.
· Impressions: - Number of times the advertisement was displayed across various mediums.
BTL (Below the Line)
Below-the-line advertising comprises of specific, memorable and direct advertising activities focused largely on targeted groups of consumers. BTL strategies are focused more on conversions rather than brand building.
· Intelligence-based telemarketing.
· Tradeshow or exhibition.
· Targeted leaflet drop.
· Local sports team, venue or event sponsorship.
· Direct mail marketing.
· Experiential activities, in-person demonstrations or sampling.
Measuring BTL Campaign
· Conversion rates, followers, likes & visits from offline and online entities.
· Open rates, CTR, CPC & CPA from digital advertisements.
· Engagement rates.
TTL (Through the Line)
Through the Line advertising uses a combination of both ATL & BTL marketing strategies to ensure better results. Also referring to 360-degree advertising, TTL campaigns are developed to build brand and increase conversions.
· Marketing automation/lead generation.
· Social media marketing.
· PPC (pay-per-click) advertising.
· SEM (search engine marketing) / paid search.
· Content marketing.
· Coupons/deals/incentives to past customers.
· POS (point of sale) promotion.
· PR (public relations).
Measuring TTL Campaigns
Since TTL is a mixture of all channels, measurement of these campaigns takes into consideration all the metrics.
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Originally Published January 2, 2020 05:30 PM, Updated January 3, 2020.