There are two generalized ways of advertising that the world of advertising has been segregated into. First, there is a methodology that utilizes the route of advertising to the masses which is also known as Above the Line or ATL advertising. Second is the use of advertising platforms that have a much smaller reach but can be used for a more specified subset of a target audience. This is also known as Below the Line or BTL Advertising.
In today’s branding landscape, brands tend to utilize both methodologies for brand propagation and promotion. This is also known as Through the Line or TTL advertising. This is usually what a good advertising agency would recommend to you.
But today, our goal will be to under the primary differences between ATL and BTL Advertising.
Above The Line or ATL advertising
The purpose of using ATL advertising in your promotion strategy is to optimize your brand or product’s reach. In other words, ATL advertising platforms help you maximize your reach with mass broadcasting solutions. Although these promotional strategies are much harder to target, they make up for that with the sheer reach they have to offer.
ATL advertising strategies usually include the following:
- Television Advertising
- Newspaper Print/Print Media Advertising
- Radio Broadcast Advertising.
Below The Line or BTL advertising
The purpose of using BTL advertising is to create a more intimate/personal method of communication to promote a brand. This medium also uses Psychological pivots such as Text, Design, and colours to influence the consumer’s decision. BTL advertising compromises the reach that you get with mass/broadcast advertising, but in exchange, BTL advertising offers a better capability to target your audience. This can include Geography, Income, Gender and more. This also enables you to design your ads to cater more personally to your target audience and also more easily track the performance of your campaign.
BTL Advertising strategies usually include the following:
- Outdoor advertising: Billboards, Fliers, Banners, etc.
- Direct Marketing: Emails, SMSs, Flyers, etc.
- Sponsorship: Events, competitions.
- Public Relations
- In-Store Promotions: Merchandise, Pop-ups, Samplers, etc.
Your advertising agency will help you identify the most effective combination of advertising and promotional strategy. This will help you extract the maximum yield for every rupee spent.
Ritz Media World has more than 14 years of experience in developing the most successful ATL and BTL campaigns for its clients. This consistent success in delivering high-yield campaigns has earned us the recognition of ‘The Most Trusted Advertising Agency in Delhi/NCR’ by The Economic Times.
You can reach out to us directly or DM us on any of our social media channels. Until then.
Happy Advertising!
