The document explains the concepts of above the line (ATL) and below the line (BTL) marketing activities. ATL focuses on mass media advertising to reach a broad audience, while BTL targets specific consumer groups through direct methods like email and product demonstrations. Key points highlight the differences in media and audience approach between the two marketing strategies.

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What are ATL and
BTL activities?

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TOC
❖ OVERVIEW
❖ KEY POINT
❖ THANK YOU

3. Overview
ATL & BTL are two different kinds of marketing agency styles, particularly
used in marketing and communication promotion. “ATL” means Above The
Line which means that advertising will be deployed around a broader target
audience, for example. TV, radio, billboards, etc. ATL is most applicable
when a product is aimed at a wider spectrum of consumers.
BTL or Below The Line suggests that advertising is aimed at a specific group of
potential consumers. BTL advertising agencies will be hired to help companies
develop advertising and promotion strategies aimed at certain groups of
people using tools such as direct emailing or direct product demonstrations
for a specific group of people.

4. KEY POINTS -
1. In Above the line (ATL) advertising, mass media are used for the purpose of promoting brands and reaching to the target
consumers.
2. Conventional media such as, advertising on television and radio, print and the Internet are included in ATL advertising.
3. ATL type of communication is aimed at a wider audience and is not intended for individual consumers. The goal of the ATL
advertisements is to reach out to the mass number of consumer audience.
4. Advertising through Below the line (BTL) method generally involves one-to-one strategy.
5. BTL includes distribution of pamphlets, handbills, stickers, promotional brochures placed at the point of sale, banners and
panels on the roads

5. Thank you.
Brainware University