ATL,BTL and TTL

Hi All,

I myself have been arguing inside my head about the term market activation. Therefore, as a marketer I did some research in to this subject.

Marketing activation is the method used to bring a brand message to life, through a strategic integrated campaign that leverages the full potential of a wide range of marketing communication tools, in order to maximize results and provide the greatest return on customer marketing investment.

Above the Line (ATL)

Uses mass media as a medium to promote brands and to reach out to the target consumers.  Usually targeted at large audiences. TV, Radio and Press are the main mediums used in ATL.

Example: ATL Axe don’t fade away TV commercial

Below the Line (BTL)

BTL activities are conducted to reach consumers directly through alternative forms of marketing other than traditional advertising channels used in ATL. BTL follows an unconventional and direct form of marketing communication.

Product demonstrations, exhibitions, direct mail and email, Bulk SMS messages, roadshows street promotions etc…

Example: The launch of AXE High on heels 2014 Event

Apparently, the terms ATL and BTL were first used in 1954 after Proctor and Gamble began paying advertising firms separately (and different rate) from other suppliers who dealt with more direct promotional efforts. In effect, marketing that was more broad in nature was separated from marketing that was direct in nature. If you have time read http://news.pg.com/blog/procter-meets-gamble how Procter Meets Gamble.

Through The Line

“TTL’ marketing stands for ‘Through the Line’ Marketing. This kind of marketing is really an integrated approach, where a company would use both BTL and ATL marketing methods to reach their customer base and generate conversion. It might seem obvious, although not for all marketing campaigns are like this. Some are ATL only and some are BTL only.

Axe: Fallen Angel the social media campaign and the Axe Face Book

The Axe Fallen Angel campaign was a magnificent TTL campaign. Awareness was raised about the AXE brand via ATL and people were invited for the main event. Social media was systematically used to entice the relevant audience. The brand/product is activated in the consumers mind.

I believe this brings clarity about the market activation and the synergies of ATL, BTL and TTL.

Please feel free to leave a comment with your feedback.