As we have already mentioned, ATL and BTL are not necessarily rivals or opposites, but they undoubtedly have differences that, depending on the conditions or intentions of the advertisements , may cause the company to have to decide on one or the other.
These are the main ones:
Media
ATL advertising and marketing uses south africa telegram data traditional media such as radio, television, print media or outdoor advertising.
On the other hand, BTL is based on product placement, advergaming, displays , direct marketing , advertising in online media and sponsorships.
Creativity
While ATL advertising uses a very corporate and neutral message for different audiences, BTL advertising focuses on campaigns with a high level of creativity and ingenuity.
Feedback
The difference between ATL and BTL in this after the service is launched regard is about immediacy. While ATL takes time to generate a response from the public, BTL tends to generate almost instant feedback .
Measurement
There is a big difference between cob directory ATL and BTL. In ATL, mass media is used, where it is almost impossible to measure the level of impact (only through street or telephone surveys).
BTL advertising, being so specific and direct, allows for studying and analyzing effectiveness levels with relative ease.
Effectiveness
ATL tends to be more effective when targeting larger audiences. BTL, on the other hand, is efficient when direct communication channels are used for specific consumer profiles.
As you can see, these strategies each have their own advantages and disadvantages. However, there is no rule that says you cannot use both at the same time, i.e. ATL and BTL in the same campaign to generate a higher level of response.
Do you want to continue learning about advertising? If so, we have an amazing guide so you can learn everything you need to be an expert in the field. Download our Advertising Guide !