With the arrival of technologies and mobile devices, brands have had to innovate in the way they are
seen or disseminated to their audiences, which has allowed them to rethink marketing strategies .
That is why it is so important for you to know about ATL and BTL advertising and marketing, their
main characteristics and their differences between them. So, are you ready to discover them?
Happy reading!
What do ATL and BTL mean?
These concepts have existed in the world of singapore telegram data advertising campaigns since the
mid-1950s, when the consumer goods brand P&G began paying different rates to different advertising
agencies , making this practice a standard from that point on.
Let’s see what each one means.
ATL Advertising
First of all, its acronym represents an enthusiastic reviews usually come from the first abbreviation of Above The Line, a term that refers to all advertising and marketing actions that are aimed at a mass audience without any type of segmentation.
They are usually used to develop brands with the contribution of information generated from consumer appreciation of the product.
This type of advertising seeks to reach a large number of people, but without actually targeting those with interests related to the company. This type of promotion provides 3 main benefits:
1. Better reach
When we use this type of advertising, cob directory we are referring to dissemination through mass media such as radio, television or the written press. Media that, even in these times, have millions of users at any given time.
2. Connection with the audience
These aforementioned media provide the advantage of using images or broadcasting commercials on television and conveying a much clearer message to connect with the public.
3. More brand awareness
When a brand is brought to the eyes of many potential customers , it undoubtedly helps raise awareness about the company or the product in them. This is the core of brand awareness .
Well, we already know the main benefits of Above The Line advertising, now we will see the other side of the coin, Below The Line.
BTL advertising
BTL or Below The Line advertising is not, in fact, an opposite concept to the previous one. Therefore, it is important to clarify that ATL and BTL are not antonyms.
In short, BTL advertising refers to promotional activities that are direct, memorable and, above all, specific. This type of advertising aims to reach a very specific segment of the audience or the total consumer population.
For this reason, BTL uses very clear marketing strategies and planning, where conversions are the main goal.
Having already defined the central concepts of this article, such as ATL and BTL advertising, it is time to separate their benefits and difficulties to make a kind of comparison between one and the other.
In this case, we can say that it stands out for 4 main points.
1. High level of segmentation
This type of promotion focuses on directing the message to very specific niches of the population that demonstrate interests and tastes related to the brand or product .
This guarantees that there will indeed be a willingness on the part of the public to consume or, at least, to review the characteristics of the article or the company.
2. Better ROI
All outreach efforts are targeted, meaning there is control over the direction of the message and, in addition, these results are much easier to measure, which guarantees a greater return on investment .
3. Easy control
In this case, the actions are easy to manage and monitor. Therefore, it is quite easy to make adjustments to the promotion strategy on the fly to encourage good use of the allocated capital.
4. Tailor-made strategies
The main highlight of BTL is that all strategies and planning are made according to the needs of a very specific group of potential customers. This makes it much more effective. Finally, let’s define the most marked differences between one and the other.
Keep reading!