The document discusses the pros and cons of Above the Line (ATL), Below the Line (BTL), and Through the Line (TTL) marketing strategies. ATL focuses on mass reach through traditional media like TV and radio, while BTL offers personalized and measurable approaches for targeted audiences. TTL combines the advantages of both strategies for optimized brand messaging and customer engagement.

1. PROS & CONS OF ATL, BTLAND
TTLACTIVITIES
Presented By: M Umair Bawany
Student I.D: 20161-20948

2. INTRODUCTION
 Above the Line (ATL), Below the Line (BTL) and Through the line (TTL)
advertising are regular buzzwords in an ad arena. ATL and BTL are essentially
advertising techniques targeted towards specific audiences and for specific
purposes.
ATL
BTLBTL

3. ATL MARKETING
 Above The Line (ATL) technique majorly employs TV and Radio Advertising, Print
Advertising and Internet Banner Ads. Assuring of the widest reach ATLAdvertising
is often the most preferred form - the reason why media agencies fiercely compete for
prime time spots in T.V, Radio and appropriate page and size in print or web.
 In other words, if an ad is submitted for publication and a commission is paid to an ad
agency to feature the ad, this is known as ATL.
For Example:
Telivision Ads
Radio
Newspaper

4. PROS AND CONS OF ATL
 PROS:
ATL can reach a large audience of customers
Customers more aware of ATL because they are more interesting /appealing
Raises profile of your products
It helps you to build your brand name & status.

5. PROS AND CONS OF ATL
 CONS:
Can be very expensive
Audience may not receive message eg TV advertising
Other segments also targeted -not always cost-effective
 CHALLENGES:
It is being replaced
It is beyond small and medium businesses

6. BTL MARKETING
 Below the line marketing (BTL) is the ability to tailor their messaging in more
personal manner to audience.
It is a targeted approach.
To reach consumers directly through alternative forms of marketing.
 Direct Mail
 Event Marketing
 Promotional Marketing

7. PROS AND CONS OF BTL
 PROS:
It derives individual responses.
It is highly measurable allowing marketeers insight into their ROI.
Targeted towards specific customers.
It establishes one on one relationship between Marketeers and
customers.
 CONS:
Not effective in catering Mass markets.
For Example:
Pamphlets
Brochures
Window Dressing
Stickers

8. TTL MARKETING
TTL Marketing does not only spans your marketing message to the masses across
different media for better exposure, but also allows you to target specific audiences
using different platforms for a higher return of investment.
Basically it is a combination of both ATL & BTL activities for specific customers.) a
Clearly a jack and master of all trades at the same time!
t only spans your marketing message to

9. Through the line (TTL) refers to a promotional strategy taking advantage of the best of ATL
and BTL advertising concepts, ensuring maximum growth of the product or the brand. Here,
the customers are guided from one medium to another.
For example, a hugely circulated newspaper will carry an ad, asking customers to visit their
physical store and avail discounts or freebies, a classic 'above the line’ technique.
When the customers visit the store, he or she will be offered with 'below the line' promotional
material such as store banners, product samples etc.
For Example:
Web Marketing
Social Media
Fairs & Events
TTL MARKETING