What is ATL and BTL marketing?

“ATL” stands for “Above The Line”, meaning that the advertising is going to be deployed around a wider target audience, e.g. television (TVC), radio, or billboards. “BTL”, or “Below The Line”, suggests that the advertising is going to target a specific group of potential consumers.

What it means to be Above The Line?

adjective. MARKETING. relating to advertising on television, in newspapers, on the internet, etc. rather than to other ways of telling people about a company or product: There has been a shift in advertising away from traditional above-the-line campaigns.

What does ATL mean in marketing?

Above the line Above the line (ATL) ATL uses mass media to appeal to a large number of audiences, these include media channels such as TV, magazines, newspaper and radio advertising. This kind of marketing is untargeted towards the individual and is good for creating brand awareness and goodwill.

Where did the term Above The Line come from?

THE PROCTOR AND GAMBLE WAY To quote Michael John Baker from The Marketing Book, the terms ‘Above The Line’ and ‘Below The Line’ came into existence way back in 1954 when Proctor and Gamble paid their advertising agencies separately and at a different rate from the agencies who took on the other promotional activities.

Which is more expensive ATL or BTL?

Above the line (ATL) marketing is a mass promotional activity, carried out for creating brand image and awareness. When it comes to cost, the ATL marketing medium is comparatively more expensive than BTL marketing mediums. While ATL marketing drives customer response, BTL marketing increases the point of sale.

What is above the line marketing examples?

ABOVE THE LINE ADVERTISING (ATL) This consists of marketing activities that have a wide reach and are mostly untargeted (not directed towards a specific group). Examples of ATL advertising include those that run on the following mediums: Television, Radio, Print (magazines & newspapers), etc.

What is above the line vs below the line?

Below the Line – “Above the Line” refer to the income and expenses that a company incurs due to normal operations. It is also the gross margin that a business earns. Whereas, below the line is operating expenses, interest, and taxes.

When you play above the line you become?

Playing above the line is where you become laser-completion focused. You become focused on completion not focused on being busy.

Is sponsorship ATL or BTL?

Sponsorship. Sponsorship is a partnership with different corporates or events to get more impressions and is usually carried as a part of brand building strategies at a BTL level.

Is Social Media BTL or ATL?

What Is Below-the-Line Advertising? The main types of below-the-line advertising systems include direct mail campaigns, social media marketing, trade shows, catalogs, and targeted search engine marketing. Below-the-line advertising methods tend to be less expensive and more focused versus above-the-line strategies.

What is above the line activity?

Above the line or ATL consists of activities (advertising) that are not targeted at a specific customer and covers a wider territory. The main focus behind adopting ATL activity is to make the people aware of the product. In this case, the people buying the product weighs less compared to the awareness raised.

What is ATL branding?

‘ATL Marketing’ stands for ‘Above the Line Marketing’. This kind of marketing is the kind of marketing that has a very broad reach and is largely untargeted. Think about a national TV campaign, where viewers across the nation see the same advert aired across the various networks.

Is the DP above the line?

Occasionally, the cinematographer (also called director of photography) is included in the above the line credits—however, this is usually only reserved for extremely well-known cinematographers.

What is above the line budget?

In filmmaking, above the line refers to the budget for directors, actors, story writers, and the likes, while below the line includes the rest of the production team or crew. Some companies consider above-the-line costs to be costs above gross profit, while others consider them as costs above operating profit.

Which expenses are deducted above the gross profit line?

Definition: The “line” generally refers to gross profit. Above that line on the income statement, typically, are sales and COGS (cost of goods sold) or COS (cost of sales or cost of services). Below the line are operating expenses, interest, and taxes.


Implementing BTL activities: Outdoor advertisements: Billboards, fliers, banners, sandwich boards, and so on. Direct marketing: SMS, emails, social media posts, pamphlets. Sponsorship: Events, competition.

What is the best marketing strategy?

The best marketing strategies to try in 2020

  • Educate with your content.
  • Personalize your marketing messages.
  • Let data drive your creative.
  • Invest in original research.
  • Update your content.
  • Try subscribing to HARO.
  • Expand your guest blogging opportunities.
  • Use more video.

Is newspaper above the line?

Above-the-line advertising has been defined in different ways, but the most common depiction is that it encompasses traditional broadcast and print mass media, including TV, radio, newspapers and magazines.

Is radio above the line marketing?

Above the line advertising – ATL is used when the focus is on mass media promotion to reach a large audience. ATL includes media such as radio, TV, print media such as newspaper and magazines, and billboards.

What is an overline ad?

1. An overline that directs the ad to the consumer they want to reach. Example: A special message to mothers of school age children. 2. A headline that makes an offer.

Is cinema ATL or BTL?

Above the line (ATL) Media such as television, cinema, radio, newspapers, and magazines are used to create an impact about the company and its product. ATL communication is more of conventional in nature.

What is a cost line?

The coast, also known as the coastline or seashore, is defined as the area where land meets the ocean, or as a line that forms the boundary between the land and the ocean or a lake. Coasts are important zones in natural ecosystems, often home to a wide range of biodiversity.

Is a line producer above the line?

ABOVE THE LINE DEFINITION Above the line credits include the director, actors, writers, and producers. In addition to its budgetary relationship, above the line also denotes the roles on a film crew which provide guidance or leadership on the creative side. Likewise, below the line represents the more technical roles.

Is sales promotion above the line?

The way in which promotion is targeted is traditionally split into two types – “above the line” and “below the line”. This is paid for communication in the independent media e.g. advertising on TV or in the newspapers. Above-the-line tends to have a higher cost since the promotional methods used are less precise.

What is above the line leadership?

As we already know, above the line leadership occurs when leaders are mindful of their thought process and decide to shift towards above the line thinking. In doing so, they inspire others to adopt above the line behaviors and above the line thinking as well.

How many pages is above the line?

Product Details

ISBN-13: 9781101980729
Edition description: Reprint
Pages: 272
Sales rank: 64,387
Product dimensions: 5.40(w) x 8.30(h) x 0.90(d)

What is a conscious leader?

Conscious Leadership is a revolutionary and impactful leadership technique implemented by some of today’s most effective leaders. In short, conscious leadership is the process by which a leader becomes radically responsible, self-aware, and focuses on building a culture of “we” rather than a culture of “me.”

Is digital advertising ATL or BTL?

Above The Line (ATL) and Below The Line (BTL), digital channels are defined within these acronyms that the biggest advertising, marketing and creative agencies have been using for many years (since 1954 to be exact).

What is ATL and BTL with example?

ATL promotions are generally the mass promotion campaigns. Such campaigns are done basically for brand building, awareness and increasing the brand recall. Best examples are TV, Radio, Print, etc. BTL promotions are specific or targeted promotions to ensure direct interaction with a specific audience.

What is meant by ATL BTL and TTL differentiate between them?

ATL Marketing Definition: Above-the-Line Marketing – widespread brand-building advertising. BTL Marketing Definition: Below-the-Line Marketing – highly targeted direct marketing focused on conversions. TTL Marketing Definition: Through-the-Line Marketing- integrated ATL and BTL marketing campaigns.

What does ATL mean on Instagram?

Second Definition of ATL

Definition: Above the Line
Type: Abbreviation
Guessability: 3: Guessable
Typical Users: Adults and Teenagers

What is a guerilla campaign?

Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. It is a type of publicity. Guerrilla marketing focuses on taking the consumer by surprise to make a big impression about the product or brand.

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