Atl, btl and ttl marketing definitions and examples. It might seem obvious, although not all marketing campaigns are like this some are atl only and some. Below the linebtl below the line btl communication is unconventional in nature, done at micro level and forms part of nonmedia. You are doing digital marketing, it does not mean that you are only interested in digital, you need to know where you are in the ecosystem. Nidhi arora banasthali vidyapith, vanasthali, rajasthan abstract. This kind of marketing is really an integrated approach, where a company would use both btl and atl. Theres this concept of a throughtheline ttl advertising, where. Ttl marketing stands for through the line marketing. Mar 09, 2017 atl, btl how has digital blurred the line. Digital is affecting the boundaries between atl and btl, connecting both approaches into through the line ttl integrated approach. As of now, there is merciless rivalry among different private education institutions. Social media marketing is often best categorised as ttl, but elements can be either atl or btl, largely distinguished by whether or not you can measure who saw the marketing and have feedback data on.
Atl stands for above the line, meaning that the advertising is going to be deployed around a wider target audience, e. Traditional marketing channels advertising atl, btl, ttl raising awareness of your new product explaining the comparative benefits of the product generating initial requests for information initiating a direct response campaign through integrating interactivity public relations. Mar 22, 2017 what is above the line atl and below the line btl. Measures include direct mailing, distribution of flyers, brochures, and usage of sponsorships, public relations, tele marketing and point of sale. Difference between above the line and below the line. Jan 27, 2009 semoga artikel ini memberikan pemahaman awal tentang jargon jargon yang digunakan di dunia marketing. Above the line vs below the line marketing atl vs btl marketing. Above the line atl, below the line btl, and through the line ttl, in organizational business and marketing communications, are different strategies companies use to sell their. The line was originally used to separate marketing activities which had mass penetration above the line to those which had specific penetration below the line. Nov 20, 2012 atl and btl expanded as above the line atl and below the line btl respectively are essentially advertising techniques targeted towards specific audiences and for specific purposes. Below the line advertising pdf document 11202012 atl and btl expanded as above the line atl and below the line btl respectively are essentially advertising techniques targeted towards specific.
Due to technological advancement and business expansion through the line ttl is created which is the combination of atl and btl advertising activities. When it comes to marketing, people often confuse above the line atl, below the line btl and through the line marketing ttl. Dear nerds,i want to understand about theatl, ttl and btl marketing activities and how can i utilizethese activities for brand promotion and to reach out to the target customers. Atl communications americas largest independent toll free resporg. Mar 10, 2018 one of the things which confuses many of our student readers is the distinguishing features between above the line vs below the line marketing. These advertising activities can be separated as above the line atl, below the line btl, the third one is known as through the line ttl. Through the line ttl marketing activities help marketers use an integrated approach to advertise products to both mass and focused markets. These days, companies use an integrated approach involving both atl and btl and it is called through the line ttl approach. In a nutshell, while atl communications use media that are broadcast and published to mass audiences, btl communications use media that are more niche focused. These terms are often bandied together, which is why they are frequently mistaken for one another. Atl and btl expanded as above the line atl and below the line btl respectively are essentially advertising techniques targeted towards specific audiences and for specific purposes. Internet marketing is a means that covers both has the characteristics of a mass marketing and a direct marketing. Keduanya merupakan bentuk dari suatu aktifitas pemasaran.
These marketing activations are done specifically to an audience with physical presence. Traditional marketing channels advertising atl, btl, ttl raising awareness of your new product explaining the comparative benefits of the product generating initial requests for information. Mar 20, 2012 above the line atl, below the line btl, and through the line ttl, in organizational business and marketing communications, are different strategies companies use to sell their products. Below the line marketing btl marketing and its applications. Nov 06, 2014 the advent of social media has blurred the line segregating the marketing techniques. Specifically, it identifies seven key trends that are directly impacting the allocation of marketing budgets for both atl. How to measure your marketing effectiveness, using a breadth. Pelajari pengertian beserta contoh atl, btl, dan ttl lengkap. The end of atlbtl, the birth of paid, owned, earned.
The examples of below the line marketing activities include hoardings, out of home advertising, sales promotions, brochures, pamphlets and others. Advertising activities can be differentiated on the basis of marketing. Both the btl and atl components of a ttl marketing campaign are combined into a single advertising approach that is simultaneously both broad and narrow in its reach. The advent of social media has blurred the line segregating the marketing techniques. Below the line btl marketing represents direct marketing or one to one marketing. A little bit of digging lead me to finding out that these are fancy acronyms for all the things we are all already doing in marketing. Abovetheline marketing widespread brandbuilding advertising. Dear nerds,i want to understand about theatl, ttl and btl marketing activities and how can i utilizethese activities for brand promotion and to reach out to the target. Gradually, marketers started to differentiate activities other than advertisements as separate marketing practice called below the line btl. These days, companies use an integrated approach involving both atl and btl and it is called through the.
Below the line btl below the line btl communication is unconventional in nature, done at micro level and forms part of nonmedia communication. As such, ttl marketing uses a combination of approaches from both btl and atl marketing, including television advertisements, billboard promotions and targeted online advertisements. Basically above the line atl marketing represents mass media to reach the target customers. According to me every marketing professional should undertand these topics very clearly because. Lets return to the theme of using multiple ci disciplines to measure the effectiveness of these different types of marketing.
Atl stands for above the line, meaning that the advertising is. Difference between atl and btl promotions marketing journal. Today, in the world of constant and rapid updates in communication technology, atl and btl can be considered as a bit outdated. Above the line atl, below the line btl, through the line ttl. Pengertian above the line, below the line dan through the. This approach allows brands to engage with their customers at multiple points and thus generate a solid perception regarding the. Pdf below the line promotional activities at naturals new delhi. One of the things which confuses many of our student readers is the distinguishing features between above the line vs below the line marketing. The effective combination with atl or massmarketing can help a company trim its operating costs while also helping to reach out better to consumers. Here is the comparison of above the line vs below the line marketing commonly known as atl vs btl.
Sebelum saya menulis lebih detail tentang apa sih yang dimaksud dengan atl, btl dan ttl itu sendiri, saya akan memulai dari singkatan apa katakata tersebut. Download your free dr ebook we delve in to the history, importance, and processes of disaster recovery for tollfree. Sep 20, 20 atl is majorly used to create awareness and buzz around product while btl is more directed towards action promotion i. Online marketing is an atl activityseo neither atl nor btlsematl have read in some article that seo and sem are part of online marketing. Below the line marketing generally refers to marketing practices making use of forms of promotion that do not involve the use of mass media. Difference between above the line and below the line advertising may 26, 2016 youssef tuffaha leave a comment above the line atl, below the line btl, and through the line ttl, in. Above the line, below the line dan through the line adalah aktivitas pemasaran. Yang membedakannya antara keduanya pada umumnya adalah fokus pada penerapannya serta penempatannya pada laporan keuangan. Mar 12, 2018 below the line marketing generally refers to marketing practices making use of forms of promotion that do not involve the use of mass media. Hal tersebut mengelitik saya untuk mencoba menolong anda dengan menulis artikel ini.
Above the line atl and below the line btl, digital channels are defined within these acronyms that the biggest advertising. Guardians know that the cost of education has raised these years. Everything you need to know about atl, btl and ttl advertising. These acronyms come mainly from the advertising world and refer to the specific kind of audience you. You are doing digital marketing, it does not mean that you are only interested in digital, you need to know where you are in the ecosystem of interrelated activities with the foundation of marketing. Below the line btl above the line atl through the line ttl advertising in organisational business and marketing communications, below the line btl is an advertising. This kind of marketing is really an integrated approach, where a company would use both btl and atl marketing methods to reach their customer. The traditional atlbtl terminology is still very much prevalent and as such a little confusing since we no longer apply these in the original form they were meant.
Ok saya mulai saja penjelasan tentang istilah atl, btl dan ttl itu sendiri. Ejemplos btl, atl, ttl by steph ballesteros on prezi. Nov 26, 2008 below the line btl above the line atl through the line ttl advertising in organisational business and marketing communications, below the line btl is an advertising technique. It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc.
According to me every marketing professional should undertand these topics very clearly. Feb 05, 2018 internet marketing is a means that covers both has the characteristics of a mass marketing and a direct marketing. The differences between atl, btl and ttl advertising. Also, the concept of through the line has also been explained briefly. For improved understanding one must be clear in defining. For certain markets, like rural markets where the reach of mass media like print or television is limited, btl marketing with direct consumer outreach programmes make the most sense. Sep 18, 2018 basically above the line atl marketing represents mass media to reach the target customers. Atl above the line above the line advertising often referred as above the line. Today, atl is used for branding effect, to generate mind share while btl is used to generate loyalty and repeat sales. Atl, btl and ttl marketing in education industry dr. Btl advertising below the line marketing btl advertising. Social media marketing is often best categorised as ttl, but elements can be either atl or btl, largely distinguished by whether or not you can measure who saw the marketing and have feedback data on their response. May 26, 2016 difference between above the line and below the line advertising may 26, 2016 youssef tuffaha leave a comment above the line atl, below the line btl, and through the line ttl, in organizational business and marketing communications, are advertising techniques, or different strategies companies use to sell their products. Atl is majorly used to create awareness and buzz around product while btl is more directed towards action promotion i.
Atl, btl, and ttl refer to the kind of marketing you are running. Changing consumer demographics decrease the influence of traditional mass. Semoga artikel ini memberikan pemahaman awal tentang jargon jargon yang digunakan di dunia marketing. There are three major activities, marketers used in the field of marketing and advertising.
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