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Below The Line (BTL) communication is unconventional in nature, done at micro level and forms part of non-media communication.
Interestingly, ATL and BTL terms were coined at Proctor & Gamble in 1954 where accountants differentiated advertising agencies’ payments vis-a-vis who undertook promotional activities other than advertising for fixed fees.
Today, ATL is used for branding effect, to generate mind share while BTL is used to generate loyalty and repeat sales.
Social networking sites such as face book, twitter, my space, you tube help generate leads and enable companies to develop eCRM and use data in a varieties of ways. Es un sistema de marketing en el que se utilizan medios no masivos, dirigidos a  segmentos especificos que procuran impactar utilizando como arma principal la creatividad, atancando al mercado con elementos sorpresa dandole nuevos significados a cosas comunes, creando asi nuevos canales para crear publicidad. Apparently, the terms ATL and BTL were first used in 1954 after Proctor and Gamble began paying advertising firms separately (and at a different rate) from other suppliers who dealt with more direct promotional efforts.
The term TTL is a relatively recent one, although to be honest I am unsure of exactly when this was first used. You will see these terms used with the word 'Advertising' too, although I'll mostly be using 'Marketing' below.
Here is a description of the terms mentioned above - we'll then go on to look at a few examples a bit further down this post. An example of Above The Line marketing would be a television campaign run by a cereal company. The same cereal company could also run a direct marketing campaign in a large city, targeting commuters on the way to work. A similar example of this that you might have seen before is the Red Bull Mini (shown below). In this example, a pizza company could launch a nationwide Youtube campaign that would show different video ads to different users according to where the users lived, featuring a promotional code for a discount on purchases made at their local outlet. As you can see, this is a combination of both of the other forms - ATL in terms of it's wide reach, BTL in terms of its targeted nature and conversion focus.
As you can see, this advert is geared toward raising brand awareness and would likely have a vast reach.
This kind of appeal is normally aired nationally, is useful for building brand awareness and of course has the direct response element included. I guess that they would all be relevant to small businesses, depending on the business, the type of product they have and the target audience they have in mind. However, if I'm thinking about the most ideal solution for the average small business owner that's trying to serve a wider area, I'd have to say that TTL marketing was the most relevant these days. Now that you are up to speed on the definitions, you may be wondering if the 'Lines' are becoming a little 'blurry' in the modern age - if so, I'd say that's a valid point to hold. It seems simple enough and it definitely works like that in practice, most of the time anyway. However, the distinction described so far was mostly due to the fact that marketers and advertisers were much more limited as to what they could really do with platforms they had available to them.
One such case in which it becomes difficult to classify whether a promotional activity should be termed ATL, BTL or TTL is when you use images within your social media campaigns. Let's say you want to use an image in your social media campaign and you wonder if it should be considered ATL, BTL or TTL.


As you can see, it actually depends on your intent and method of distribution as to how the image should be classified, strictly. For example, it could be that the image was used with a message saying something like 'Get 10% Off' and was delivered through the Facebook Ad Platform - this could be classified as a BTL campaign regardless of the fact that a social media platform is being used as response driven messaging specifically targeted to certain market segments. The strict TTL option would be if the image was used to promote '10% Off' but was only added to to the page as a normal image so that anyone who 'likes' the page could see it (therefore it's not nearly as targeted).
In short, I'd say the Through the line method was the most applicable in situations as described above, but hopefully you can see why this would not always be the case. All of the ATL promotional methods below are very similar in intent, they only differ in advertising medium (therefore there is little point in me writing different descriptions for each). I would like to say a quick note about the following option however as I think it differs slightly from the 'traditional' methods above. However, I think that generally speaking, social media profiles can be considered 'Above-the-Line' because they are set up and published for all to see. Check your local authority rules here, but a great way of generating some quick business is through a targeted leaflet drop.
And surprisingly, there exists a hypothetical line to differentiate between the kind of marketing one indulges into. It is done at national, regional or at bigger territory level and mass audience is covered in this type of promotion.
Gradually, marketers started to differentiate activities other than advertisements as separate marketing practice called Below the line (BTL). ATL is tailored for mass audience while BTL promotions are targeted at individual level according to their needs and preferences. Though, social media is an integral part of BTL activity today, but it beats even television, audio, magazines in creating brand value in terms of numbers and is way more rewarding. This strategic approach allows brands to engage with a customer at multiple points (for example, the customer will see the television commercial, hear the radio advert and be handed a flyer on the street corner).
These days, companies use an integrated approach involving both ATL and BTL and it is called Through The Line (TTL) approach. In effect, marketing that was more broad in nature was separated from marketing that was more direct in nature.
This kind of marketing is the kind of marketing that has a very broad reach and is largely untargeted. This kind of marketing is the kind of marketing that targets specific groups of people with focus. This kind of marketing is really an integrated approach, where a company would use both BTL and ATL marketing methods to reach their customer base and generate conversions. They might offer free cereal samples along with vouchers that could be used in a local store.
For example, BTL marketing can sometimes be the best solution for a small business serving a local catchment area.
Plus, as small business owners, we now have the tools and resources at our disposal to run truly effective TTL marketing campaigns, such as social media networks, sites such as YouTube as well as PPC platforms such as Adwords. You realise that social media offers a huge reach and hefty exposure - meaning it could be considered ATL - but that it can also be very highly targeted, so it could be BTL too.


In every case the answer depends on a couple of variables, although you should be able to work it out by asking yourself the questions outlines above.
You'll have first hand experience of this type of marketing - brand-building adverts that are run across the nation, designed to keep products in your mind at all times. And, in modern times, social media is actually pretty difficult to define as either ATL, BTL or TTL (we will discuss that properly further down this post). What we do within these profiles can be considered ATL, BTL or TTL, although the basic profile itself should be classed ATL. For example, if you supply garden maintenance services to residents of a particular area, a well designed leaflet containing an offer might just do the trick. ATL promotions are difficult to measure while BTL are measurable in terms of sales and feedback and it gives marketers valuable insights on their return on investment (ROI).
This enables an integrated communications approach where consistent messaging across multiple media create a customer perception. This approach allows brands to engage with their customers at multiple points and thus generate a solid perception regarding the company and the product, the main aim of Marketing! Think about a national TV campaign, where viewers across the nation see the same advert aired across the various networks. For example, a leaflet drop in a specific area, a Google Adwords campaign targeting a certain group or a direct telemarketing campaign targeting specific businesses. It might seem obvious, although not all marketing campaigns are like this - some are ATL only and some are BTL only (it would be much more common to see a BTL-only marketing campaign in practice though).
This would be a strategy designed to target a specific group of people and to try and encourage quick purchases, or conversions. They give us the reach and the focus to implement marketing strategies that have a wide reach, yet narrow focus.
As discussed above, there is no direct response element here, they are only deployed to increase brand awareness and goodwill. There is no thundering your way through a phone-book here - you're contacting a list of pre-screened people you are sure you can help.
Just make sure that you are allowed to drop leaflets through residences of your target area by law. Media such as television, cinema, radio, newspapers, and magazines are used to create an impact about the company and its product. Since BTL focus is targeted and customer centric, it is efficient and cost effective, apt for start-ups.
So now there are times when the lines seem blurry and the specific instance doesn't fit the above criteria very well.



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