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Marketing and how atl and btl activity relate to marketing mc presentation

Topic: Marketing and how ATL and BTL activity relate to marketing. Managerial Communication presentation presented to Sir Tehseen Ahmed

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Marketing and how atl and btl activity relate to marketing mc presentation

  1. 1. Topic “Marketing and How ATL and BTL activity relate to Marketing”
  2. 2. What is Marketing? Marketing  The action or business of promoting and selling products or services is called Marketing.  Marketing is about meeting the needs and wants of customers.  Marketing is about understanding customers and finding ways to provide products or services which customers demand.  “Marketing is the life of trade.” - Calvin Coolidge
  3. 3. What is Marketing? Advantages  It promotes business, through which one get recognition and attention of products and business.  It improves the businesses profits by boosting sales. Disadvantages  Adverting and marketing is costly and timely.  It may have some Communication barrier.
  4. 4. Examples of Marketing
  5. 5. What is Line Marketing?  A style of promotional activity that focuses attention on communicating to consumers via different means:  Above the Line marketing (ATL)  Below the line marketing (BTL)
  6. 6. A.T.L  Medium of A.T.L activities:  Electronic: it include TV adds and radio.  Non electronic: Print media it include banners news papers etc.  Billboards.
  7. 7. Print media
  8. 8. Billboards
  9. 9. How BTL activity relate to 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.
  10. 10. Mediums of BTL  Direct Mail Event marketing
  11. 11. Mediums of BTL  Promotional marketing
  12. 12. How BTL activity relate to marketing  Examples: distribution of pamphlets, stickers, promotions , brochures etc…  Involve product demos & samplings at busy places like malls and market places or at any event.  Ensure recall of the brand while at the same time highlighting the features of the product.
  13. 13. Examples  Pamphlet  Stickers  Brochure
  14. 14. ATL vs BTL
  15. 15. Conclusion Today Marketing is used widely and has become necessary for an organization. Above the line is the repeater approach. Below the line is the revolver approach. Both techniques are used to target consumers in the best possible ways depend on the nature of product. So, Its up to whether to use ATL or BTL technique.