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MARKETING:
Above the line (ATL)
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Below the line (BTL)
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By:
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Anm Consultants
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MARKETING:
Above the line (ATL) VS- Below the line (BTL)
Concept: In a nutshell, while ATL communications use media that are broadcast and published to mass
audiences, BTL communication use media that are more niches focused. While both ATL and BTL
communications can be used to either build brand awareness or drive sales through specific offers (promotions),
it is BTL interaction that gives the marketer the ability to tailor their messaging in a more personal manner to
the audience. ATL promotions are also difficult to measure well, while BTL promotions are highly
measurable, giving marketers valuable insights into their return on investment. These insights can then be used
to inform the next BTL communication to the audience and tailor the messaging based on the feedback
received.

Above the line sales promotion:

ATL is a type of advertising through media such as television, cinema, radio, print, and Out-of-home to
promote brands or convey a specific offer. This type of communication is conventional in its nature and is
considered impersonal to customers. It differs from BTL advertising, which uses unconventional brand-building
and promotional strategies, such as direct mail, sales promotions, flyers, point-of-sale, telemarketing and printed
media (for example brochures) and usually involves no motion graphics. It is much more effective than when
the target group is very large and difficult to define.
The term comes from top business manager and involves the way in which Procter & Gamble, one of the
worlds biggest advertising clients, was charged for its media in the 1950s and 1960s. Advertising agencies
made commission from booking media (Television, cinema, radio, press, out-of-home and magazines). As
below the line had no media involvement there was no commission to be made for the advertising agencies. The
accountants thus labeled the different media ATL and BTL depending on where it would sit in the balance sheet
and profit and loss accounts (ATL where they made a profit and BTL where they did not) Since then, models
have changed and clients are no longer charged for their media in that way.
ATL Marketing Example Image:
As you can see, this advert is geared toward raising brand awareness and would likely have a vast reach. There
is no direct response element here, so it can't be considered BTL or TTL.

Below the line sales promotion:

BTL sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having
short duration. It is efficient and cost-effective for targeting a limited and specific group. It uses less
conventional methods than the usual ATL channels of advertising, typically focusing on direct means
of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to
maximize response rates. BTL services may include those for which a fee is agreed upon and charged up front.
BTL is a common technique used for "touch and feel" products (consumer items where the customer will rely
on immediate information rather than previously researched items). BTL techniques ensure recall of the brand
while at the same time highlighting the features of the product.
Another BTL technique involves sales personnel deployed at retail stores near targeted products. This technique
may be used to generate trials of newly launched products. It helps marketers establish one-to-one relationship
with consumers while mass promotions, by definition, make it difficult to gauge consumer-response, except at
the time of sales. Examples include tele-marketing, road shows, promotions, in- shop and shop-front activities,
display units.
The terms "below the line" promotion or communications, refers to forms of non-media communication, even
non-media advertising. Below the line promotions are becoming increasingly important within the
communications mix of many companies, not only those involved in FMCG products, but also for industrial
goods. Below the line sales promotions are short-term incentives, largely aimed at consumers. With the
increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited
budget, there has been a need to find out more effective and cost efficient ways to communicate with the target
markets. This has led to a shift from the regular media based advertising. In other words, below-the-line sales
promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having only a
short term or temporary duration.
Below the Line uses less conventional methods than the usual specific channels of advertising to promote
products, services, etc. than Above the Line strategies. These may include activities such as direct mail, public
relations and sales promotions for which a fee is agreed upon and charged up front. Below the line advertising
typically focuses on direct means of communication often using highly targeted lists of names to maximize
response rates.
Trained sales personnel, often young women, are deployed at Retail Stores, near the shelves of targeted
products. These young women convince customers visiting these shelves about the better aspects of their brand
compared with others. This is ideal for new launches as it generates trials, which if successful result in repeat
sales.
In addition, above the line is much more effective when the target group is very large and difficult to define. But
if the target group is limited and specific, it is always advisable to use BTL promotions for efficiency and costeffectiveness.
Say, for example, if a pen manufacturer is going to promote its product, it may take the ATL route, but if a
company manufactures computer UPS, it will certainly take the BTL route, as the target group is very limited
and specific.
More recently, agencies and clients have switched to an 'Integrated Communication Approach.'

BTL Marketing Example Image:

The Red Bull Mini is a great example of a BTL marketing campaign - free samples are given face-to-face to
people in local towns and cities.