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Difference between ATL, BTL, and TTL Advertising
November 15, 2018
There are two main approaches a marketer can take when promoting a brand- they can either advertise the products in a mass-market without any kind of targeting, or they can focus their marketing campaign towards a certain demographic.
This is why advertising activities can be broadly classified into two categories:
- ATL: Above the Line (mass market)
- BTL: Below the Line (targeted market)
There are times when marketers need to change their approach with the changing market trends. So, they try to work with both ATL and BTL which we call Through the Line or TTL advertising.
The following are the main differences between ATL, BTL, and TTL:
1. ATL
ATL can be considered as a form of traditional marketing in which the advertisers use newspapers, magazines, radio, and TV to promote a product. Thus, they don’t target a certain group but rather the entire market. Usually, one of the main goals of ATL advertising is to create a brand image and is not particularly focused on immediate sales.
2. BTL
BTL can be considered as a non-conventional form of marketing in which mass media including TV and newspapers aren’t generally used. A good example of BLT advertising is social media as it allows the advertisers to target a certain portion of the population. They can target the digital ads towards people of certain age group, gender, and location as the social media platforms offer them a variety of analytics and targeting tools to make it all happen.
3. TTL
Businesses use TTL to connect to their customers at multiple points i.e. by using both ATL and BTL. For instance, a customer can get to know about a brand through a TV commercial (ATL), and then find its products in a digital ad on a website (BTL).
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Important Links:
- MBA from UK University: https://ask.careers/courses/mba-from-uk-university/
- Post Graduate Diploma in Digital Marketing: https://ask.careers/courses/post-graduate-diploma-in-digital-business/
- Post Graduate Diploma in Integrated Marketing, Advertising & Communication: https://ask.careers/courses/post-graduate-diploma-in-advertising-marketing/
- Professional Diploma in Digital Marketing: https://ask.careers/courses/professional-diploma-in-digital-marketing/
- Mumbai: https://ask.careers/cities/mumbai/
- TSCMC: https://ask.careers/?post_type=institute&p=401419
- TSCFM: https://ask.careers/institutes/tscfm/
