What are ATL, BTL, and TTL? Basic terms marketers must know
What are ATL, BTL, and TTL? Building an image in the consumer’s mind is the principal task for marketers. In particular, the three successful tools are above the line, below the line, and through the line. What are these definitions? and how do they affect them? Let us find out with CleverAds.
1. What are ATL, BTL, and TTL?
First of all, we need to understand the concept of the line. Line in the definition of Above the line and Below the line also means a connection line to transmit information from the business to the target public.
Above the line (ATL) is a type of marketing that focuses on reaching a broad audience to increase brand awareness.
Below the line (BTL) is focused on the standard of the connection, targeting a specific audience, creating direct interaction, influencing buying behavior, and creating loyal customers.
Along the line (TTL), even if slightly new, is widely applied today. It is a combination of the above two types of processes that can be able to interact with the customers in many ways while still conveying a unified message.
2. ATL and prominent forms
First of all, we need to understand the concept of the line. Line in the definition of Above the line and Below the line also means a connection line to transmit information from the business to the target public.
Above the line (ATL) is a type of marketing that focuses on reaching a broad audience to increase brand awareness.
Below the line (BTL) focuses on the standard of the connection, targeting a specific audience, creating direct interaction, influencing buying behavior, and creating loyal customers.
Along the line (TTL), even if slightly new, is widely applied today. It is a combination of the above two types of processes that can be able to interact with the customers in many ways while still conveying a unified message.
2.1 Prominent forms
- TV advertising: this is still a highly effective form. Animation and sound will help connect with viewers much better than still images.
- Print publications: For easy access to the public, newspapers and magazines are still effective means. Magazines specifically are a good niche channel to target audiences with more relevant characteristics.”
Read more: Overall marketing and strategy-building methods
3. BTL and prominent forms
Below the line (BTL) is the main goal to convert customers. The main activities are frequently located in the distribution channel at the point of sale or digital marketing activities that create significant conversions.
The object is to target the company’s potential customer group, especially those who are in this stage of preparing to make a buying decision.
BTL usually goes around activities such as handing out flyers and samples at the point of sale, putting up posters, or digital marketing activities such as Search engine marketing.
The effectiveness measures are conversion rate during the campaign: conversion rate (conversion) and cost per click (pay-per-click).
The benefits of BTL are easier to measure, more targeted, and more specific.
Read more: Visual Marketing – Brand touch point with customers
3.1 Prominent forms
Direct mail marketing: Personalized content bespoke to each recipient resulting in higher conversion rates.
In-store marketing: Conducted in stores and targeted each specific customer as well as a lot of activities such as product advice, promotions, etc.
4. Definition of TTL
Through the line (TTL) is like a 2 1 tool, which can be put in most channels and helps to be in touch with customers better. Most of today’s marketing campaigns are registered with TTL because of their effectiveness and comprehensiveness.
However, this is also considered the most expensive strategy because it has to apply many different forms of marketing.
5. Conclusion
Surely ATL, BTL, and TTL are no longer difficult questions, right? Hopefully, the information from CleverAds will help you gain more knowledge in the marketing industry.
