What's the difference between ATL and BTL?
Above-the-Line (ATL) and Below-the-Line (BTL) are two terms in the world of advertising that its explorers need to know. ATL talks about the quad-media (TV, Radio, Print and Online) while BTL is about demonstrating/showcasing a product or service to the public.
ATL is more on putting efforts to increase a brand's awareness, but BTL's aim is to convert more people to consume the product/service.
In the five human senses, ATL covers only the sight and sound, but BTL touches all five senses including taste, smell and the feel. We sorted out the many types of BTL activities into two segments:
- Direct Marketing - Direct selling, direct mail advertising, and door-to-door advertising can be considered as one of the examples for this.
- Events - Whether exhibitions, trade fairs, conferences and the like, events are considered as Below-the-Line promotions. We can also include taste tests in this segment.
There are campaigns that complement both aspects of BTL and ATL such as hybrid online-onsite campaigns, and this is referred to as Through-the-Line (TTL) promotions.
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