Plan ATL and BTL Strategy
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Transcript of Plan ATL and BTL Strategy
What is ATL? Above The Line (ATL) technique majorly employs TV and Radio
Advertising, Print Advertising and Internet Banner Ads. Assuring of the widest reach ATL Advertising is often the most preferred form - the reason why media agencies fiercely compete for prime time spots in T.V, Radio and appropriate page and size in print or web.
Above The Line Marketing
Advantages of Above the line Marketing
ATL can reach a large audience of customers. Customers more aware of ATL b/c they are more interesting
/appealing. Raises profile of products. Brand building.
Disvantages of Above the line Marketing Can be very expensive. Audience may not receive message eg TV
advertising. Other segments also targeted -not always cost-
effective.
Challenges of above the line Marketing It is costly It is being replaced. It is beyond small and medium
businesses. Effectiveness and ROI.
How BTL activity relate to Marketing? Below the line marketing (BTL) is the ability to tailor their
messaging in more personal manner to audience.
It is a targeted approach.
To reach consumers directly through alternative forms of marketing.