What is ATL, BTL and TTL Marketinq?
In the changing world, with the development of mass media, many different marketing strategies have emerged. The increase in production and the diversification of communication channels have also changed competitive conditions. To adapt to evolving and changing competitive conditions, and to avoid falling behind the times, we must give as much attention and importance to the marketing of our products and services as we do to the products and services themselves.
In the contemporary marketing world, the concepts of ATL (Above the Line), BTL (Below the Line), and TTL (Through the Line) represent different advertising and promotional strategies. These methods are the main marketing approaches used by brands to reach their target audiences and promote their products. ATL refers to marketing directed towards a wider audience, carried out through mass media channels such as television, radio, and newspapers. BTL, on the other hand, involves direct customer engagement through individual approaches such as sample distribution, event implementation, and discount campaigns. TTL combines both ATL and BTL methods, serving as a comprehensive marketing strategy that ensures broad and targeted promotion of the brand.
What is ATL marketing?
ATL (Above the Line) marketing consists of advertising and promotional activities aimed at a broad audience and carried out through mass media. This type of marketing primarily aims to increase brand awareness through media such as television, radio, newspapers, and billboards. ATL marketing is a method used in large-scale advertising campaigns, ensuring the brand is recognized by a larger number of people.
The goal of ATL marketing is not just to introduce the brand to a specific group but to everyone. Its main aim is to ensure brand (product or service) recognition by providing informative and attention-grabbing messages, as well as attracting the interest and attention of the audience it reaches. Therefore, it uses communication channels that appeal to wide audiences, such as television, radio, magazines, and newspapers.
ATL marketing enables the formation of an image and character for the brand. It ensures that information about the produced product or provided service is obtained. Thus, the goal is to be more memorable and generate interest in people’s minds. Psychologists suggest that for people to buy a product or service or to show interest in a brand, they must identify themselves with the presented brand. Many people do not feel close to a brand that doesn't align with their lifestyle or reflect their style; in fact, such brands might not even attract their attention. ATL marketing aims not only to attract interest but also to evoke curiosity among individuals who have no prior connection to the brand.
Elements of ATL marketing
The philosophy of ATL marketing goes beyond reaching a specific audience; it aims to introduce the brand to everyone and ensure that everyone is aware of the brand's existence. To achieve this, it selects mass media communication channels that appeal to broad audiences. Among these channels, television and radio, which are present in nearly every home, hold a primary position. Additionally, mass media such as newspapers and magazines, which allow for broader dissemination of brand promotion, are preferred. Attention-grabbing communication tools such as street posters and billboards are also utilized.
What is BTL marketing?
BTL marketing has a marketing strategy directed at a specific audience or group. In BTL marketing, rather than promoting the brand, providing information about its products and services, and sparking interest in the brand, the main priority is to ensure the loyalty of the target audience. Since it addresses a specific group and audience, it provides an opportunity to evaluate and assess the brand. In short, because BTL marketing is aimed at a particular audience and group, it focuses on increasing brand loyalty.
BTL marketing is carried out with a lower budget compared to ATL marketing. Because BTL marketing is intended for a smaller target group, it requires a lower budget in terms of costs. BTL marketing is a more minimal form of marketing. It conducts the promotion of campaigns prepared by brands through brochures, catalogs, emails, short messages, and calls. It views the target audience as potential customers. Thus, by receiving direct or indirect feedback from the group and audience it reaches, it can easily obtain information oriented toward the brand’s sales.
Elements of BTL marketing
Since ATL marketing targets a wide audience, it uses elements such as television, radio, and advertising banners, and evaluating brand-related feedback is not very feasible. BTL marketing, on the other hand, directly targets the audience and conducts direct marketing. It prefers marketing methods focused on direct campaigns about the brand’s product or service. In BTL marketing, it reaches the target audience through messages, calls, events, promotions, and posters. Through the messages sent, calls made, and events organized, it delivers information about the brand’s products and services or the campaign being carried out to the target audience or group. Consequently, because it targets a narrower audience, it provides a greater opportunity to evaluate the brand.
What is TTL marketing?
TTL Marketing is a term used for integrated marketing activities that combine both ATL and BTL campaign principles, and it is also known as “360 Degree Marketing.” In TTL campaigns, in addition to increasing brand and product awareness, the objective is to achieve sales and return as a result of the campaign. To realize this goal, both ATL and BTL marketing channels are utilized. Even though this campaign resembles an ATL campaign in terms of its high budget, wide audience reach, and the channels used, it also resembles a BTL campaign because of its targeting of the audience, tracking returns through promotional campaigns, and the large extent to which return on investment (ROI) can be measured. This type of integrated marketing activity is called TTL marketing.
Which marketing strategy is better to choose?
When choosing a marketing strategy, the main factors are a company’s goals, budget, and target audience. If your goal is to reach a broad audience and promote your brand, the ATL (Above the Line) strategy may be more suitable. Since ATL advertisements are published through mass media such as television, radio, and newspapers, they are effective in increasing brand awareness.
If you want to reach a more specific and targeted audience, BTL (Below the Line) methods are more suitable. A BTL strategy allows direct contact with the customer through events, sample distribution, direct marketing, and individualized approaches. For small and medium-sized businesses with limited budgets that prioritize sales-oriented activities, BTL is more cost-effective.
TTL (Through the Line), on the other hand, is a flexible approach that combines the advantages of both methods. TTL is effective in creating broad-based awareness as well as acquiring a targeted customer base. For large companies and campaigns aimed at various segments, a TTL strategy is more appropriate. Since each business has different needs, it is important to consider goals, target audience, and resources when choosing a strategy. Sometimes, starting with ATL and then reinforcing the campaigns with BTL and TTL approaches at a later stage yields more success. Therefore, selecting the right strategy is one of the key factors for marketing success.
