A few days ago, I was asked by an associate what is the difference between Above the Line (ATL) and Below the Line (BTL) Marketing techniques.
In the business environment there are several interpretations to ATL and BTL. However when we discuss marketing approaches the meaning is, to put it simply, to define the marketing and sales activities that the company is engaged in to sell its products.
These two techniques use the line as the differentiation point between marketing activities that are considered as mass marketing, ATL marketing, and marketing activities that are focused at a specific individuals according to the individuals needs and requirements.
The success of ATL activities is usually measured in brand recognition, rather then in increase in revenues.Examples for ATL activities are mass advertising, such as TV and radio advertisement, printed advertisement in traditional printed channels, etc.
BTL activities are usually easier to measure, and translate into monetary values, then ATL activities. Now days, due to increase costs of traditional media, and the increase in buying decision made on impulse, many companies are engaging in BTL activities. BTL activities can be defined as all marketing activities that target specific individuals at a very specific location. An example for a BTL is a coupon dispenser on a pharmacy shelf where the customer is making the buying decision. Another example for BTL that can be found in retail environments is when brand representatives on the retail floor offering trials for new products of the brand.
Both ATL and BTL has justification for deployment and a company must recognize its marketing goals and budget when deciding weather to use ATL, BTL, or as usually is the decision, a mix of the two.
In the business environment there are several interpretations to ATL and BTL. However when we discuss marketing approaches the meaning is, to put it simply, to define the marketing and sales activities that the company is engaged in to sell its products.
These two techniques use the line as the differentiation point between marketing activities that are considered as mass marketing, ATL marketing, and marketing activities that are focused at a specific individuals according to the individuals needs and requirements.
The success of ATL activities is usually measured in brand recognition, rather then in increase in revenues.Examples for ATL activities are mass advertising, such as TV and radio advertisement, printed advertisement in traditional printed channels, etc.
BTL activities are usually easier to measure, and translate into monetary values, then ATL activities. Now days, due to increase costs of traditional media, and the increase in buying decision made on impulse, many companies are engaging in BTL activities. BTL activities can be defined as all marketing activities that target specific individuals at a very specific location. An example for a BTL is a coupon dispenser on a pharmacy shelf where the customer is making the buying decision. Another example for BTL that can be found in retail environments is when brand representatives on the retail floor offering trials for new products of the brand.
Both ATL and BTL has justification for deployment and a company must recognize its marketing goals and budget when deciding weather to use ATL, BTL, or as usually is the decision, a mix of the two.
No comments:
Post a Comment