ATL, BTL, TTL

What is the difference between ATL, BTL and TTL?


ATL: Above The Line marketing is a marketing targeted towards the mass population. Mass media like TV commercials, radio advertisements, newspaper advertisements, Internet, are used to promote a brand under ATL marketing. As it targets a very large group of people, sometimes it is also called Untargeted Marketing. It has a wider reach and is generally used for brand building.
BTL: Below The Line marketing is the kind of marketing wherein marketers target a small group of people. Pamphlet distribution in an area, banners, posters, hoardings, roadshows, are all examples of BTL marketing. It focuses more on customer conversions than brand building. It is comparatively cheaper and has a better ROI. So, if a company has a tight budget, it uses BTL marketing over ATL.

TTL: Through The Line marketing is a modern marketing concept. In today’s world, a marketer needs to use both ATL and BTL at the same time for his/her brand’s promotion. TTL is the integration of ATL and BTL marketing strategies. It is also known as 360 Degree marketing. For example, most products are marketed digitally and then for customer conversion, communication is also done below the line. 

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