We are living in a world where every day or the other some products are being launched and most of them are unable to penetrate the market. One of the most crucial aspects of any product performing well is its promotional strategy and marketing communication so that people associate with the brand/product. These all are made evident in different types of content that are made, it can be a poster, video, print media i.e. any consumable form of media. There are different channels to facilitate the aforementioned which act as customer touchpoints for different products and we will be discussing the same.
We can broadly classify advertising into ATL, BTL, and TTL. Above the line and Below the line are conventional forms of advertising but Through the line (TTL) got incepted after companies realized that omnichannel is the future of advertisement.
ATL stands for, Above the line, these include TVs, Radio, Billboards, newspapers, etc. All these are intended to create brand awareness so that people get attracted to it and search for it. It is costly since there is no specific customer segment that is being targeted rather it's broad. It's difficult to develop KPIs in terms of cost per view. It is mostly used by product category having a mass appeal like a soda bottle, chips, movies, etc.
BTL stands for, Below the line, these include Direct Marketing, SMS, in showroom display, sponsorship of events and competition, free samples, press conferences, pamphlets, and social media marketing. Here the audience is a specific group of people. It is more effective in terms of ROI and easier to track the cost and the performance of the different channels employed. It is mostly used in cases of new products with less marketing corpus and catering to a niche.
TTL stands for Through the line, these include an integrated form of approach which involves both ATL and BTL strategies. The objective is to create brand awareness as well as communicate that in a focussed manner. The cost here is large because the focus is distributed on both the fronts of brand awareness and brand recall along with increasing engagement with the brand. It is usually implemented by corporates having ample marketing corpus. It can be broadly be implemented by:
The strategy of advertisement that works for you depends on various factors, there is no one size fits all philosophy:
TTL stands for Through the line, these include an integrated form of approach which involves both ATL and BTL strategies. The objective is to create brand awareness as well as communicate that in a focussed manner. The cost here is large because the focus is distributed on both the fronts of brand awareness and brand recall along with increasing engagement with the brand. It is usually implemented by corporates having ample marketing corpus. It can be broadly be implemented by:
- Digital Marketing including social media posts, blogs, banners, and promotional content.
- 360 Degree Marketing involves both ATL and BTL supplementing each other.
The strategy of advertisement that works for you depends on various factors, there is no one size fits all philosophy:
- Focussed or Unfocussed Communication
- Budget Corpus - High to low
- Objective - Brand Awareness, Generating leads, Increasing sales, Brand Revival, Brand Loyalty
Note: Please feel free to comment if you need more explanation, also point out if I have made any mistakes
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