Above the line (ATL) and below the line (BTL) are advertising strategies that target different audiences; ATL uses mass media to engage a broad audience, while BTL focuses on direct, one-to-one interactions for specific consumer engagement. ATL typically includes traditional media like TV, radio, and print, whereas BTL encompasses personalized methods such as pamphlets, product demonstrations, and direct mail campaigns. Companies may prefer BTL for budget constraints and the need for experiential marketing.

1. What are ATL and BTL activities?
Above The Line (ATL) and Below The Line (BTL) advertising are two very commonly
used terms in the world of advertising these days. However, a few persons would know
what these terms actually mean. The terms Above The Line and Below The Line
originated in 1954, when the company Proctor and Gamble paid a different rate to their
advertising agencies and from other agencies, who took on other kind of promotional
activities.
In Above the line (ATL) advertising, mass media are used for the purpose of promoting
brands and reaching to the target consumers. Conventional media such as, advertising
on television and radio, print and the Internet are included in this group. This 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.
Advertising through Below the line (BTL) method generally involves one-to-one
strategy. This includes distribution of pamphlets, handbills, stickers, promotional
brochures placed at the point of sale, banners and panels on the roads. Product
demonstrations and sampling could also be carried out in busy locations such as malls
and market places or residential complexes. For certain markets, such as rural markets
where mass media reaches are limited, BTL advertising is a better option.
Other BTL activities could include moving hoardings or road shows and vehicles with
promotional personnel interacting with people, who demonstrate the product and
distribute product literature. BTL advertising is advertising that uses less conventional
advertising methods than specific advertising channels that ATL advertising may or
may not use.

2. BTL promotion may include direct mail promotional campaigns, PR and sales
promotions that are directly managed by the company itself or outsourced to PR
agencies and sales promotion agencies in particular and may or may not be related to
the advertising campaign. BTL advertising may include email campaigns,
telemarketing, etc. with potential customer groups targeted.
Companies prefer to adopt BTL as a way to reach their target customers when their
product is something they need to connect with and experience the consumer. BTL is
sometimes preferred over ATL because of budget problems, the need to physically
display the product, participate in product contests as well as in new campaigns and
teasers.
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