Above The Line & Below The Line Marketing (With Examples)

Marketing lets one show his or her creativity to sell/advertise/brand a product or service. And surprisingly, there is a concept to distinguish between the kind of marketing you wish to follow.

Companies are selling their goods in various ways. They fall into one of these two categories- ATL (Above the line) & BTL (Below the line).

Interestingly, ATL and BTL terms were formulated at Proctor & Gamble in 1954, where the accountants differentiated advertising agencies’ payments who commenced promotional activities other than advertising for fixed fees. Later, marketers started to differentiate activities other than advertisements as separate marketing practice called Below the line (BTL).

ATL (Above-The-Line marketing)

Above the line marketing, also called Above the line advertising and Above the Line promotion, is an advertising activity that helps companies to use mass-marketing strategies.  In the ATL activities, the whole market is targeted to achieve business goals and objectives. The promotional activities are carried out at the macro level. The main target is a wider audience.

Above the line marketing is expensive, involves a lot of budgets and the ROI is hard to measure but the reason why corporates still use it is that they want to target the mass segment. Using the emotional aspect, they connect to the audience and create enough hype for their brand to become famous.

The brand image is created about the company and its products. Media such as television, cinema, radio, newspapers, and magazines, billboards, local theatres are used to create an effect on customers about the company and its products. ATL communication is more conventional. The more companies increase spends on advertising, the more company has a brand recall and the more juice (sales/customers) it will extract.

Some advantages of ATL marketing are Wider Reach, Better Connect with the audience, and brand building. In other words, ATL marketing incorporates mass marketing strategies that are largely untargeted (the audience that can access the message) and focused on brand building.

BTL (Below-the-line marketing)

Below-the-line marketing (often referred to as Below the Line promotion/ Below the Line marketing / BTL marketing / BTL advertising) consists of very specific, unforgettable, and direct advertising activities focused on targeted groups of audience.

Below the line marketing is much more measurable and also gives a good ROI. The expenses are very less when compared to ATL.

In other words, BTL marketing is like direct marketing that focuses more on conversions than on building the brand. The measures include direct mailing, distribution of flyers, brochures, and usage of sponsorships, public relations, telemarketing, and point of sale.

Some advantages of BTL marketing are specifically targeted, better ROI, easy to control, and designed according to needs.

[embedyt] https://www.youtube.com/watch?v=td9BmHoce-U[/embedyt]

172 thoughts on “Above The Line & Below The Line Marketing (With Examples)”

  1. Wow that was odd. I just wrote an incredibly long comment but after I clicked submit my comment didn’t appear. Grrrr… well I’m not writing all that over again. Anyways, just wanted to say wonderful blog!

  2. Thanks for another informative blog. Where else could I get that type of info written in such a perfect way? I have a project that I’m just now working on, and I have been on the look out for such info.

  3. Hey just wanted to give you a quick heads up. The text in your post seem to be running off the screen in Firefox. I’m not sure if this is a format issue or something to do with internet browser compatibility but I figured I’d post to let you know. The design look great though! Hope you get the issue resolved soon. Thanks

  4. Nice post. I was checking continuously this blog and I’m
    inspired! Very helpful info specially the closing section :
    ) I deal with such info a lot. I used to be looking for this certain information for a long
    time. Thanks and best of luck.

  5. Hello just wanted to give you a quick heads up. The text in your article seem to be running off the screen in Chrome.

    I’m not sure if this is a formatting issue or something to
    do with browser compatibility but I thought I’d post to let you know.
    The design and style look great though! Hope you get
    the issue resolved soon. Thanks

  6. I have observed that in the world the present day, video games are definitely the latest craze with kids of all ages. There are occassions when it may be impossible to drag your son or daughter away from the games. If you want the very best of both worlds, there are several educational gaming activities for kids. Good post.

  7. Thank you for every other informative website. The place else may just I am getting that kind of information written in such a perfect manner? I’ve a undertaking that I’m just now running on, and I’ve been at the look out for such info.

  8. I am not sure where you’re getting your information, but good topic. I needs to spend some time learning more or understanding more. Thanks for great info I was looking for this information for my mission.

  9. Thanks for sharing superb informations. Your web-site is very cool. I’m impressed by the details that you have on this blog. It reveals how nicely you understand this subject. Bookmarked this website page, will come back for extra articles. You, my friend, ROCK! I found simply the information I already searched all over the place and simply could not come across. What a great website.

  10. I’d need to talk to you here. Which is not something It’s my job to do! I love to reading an article that can make people feel. Also, appreciate your permitting me to comment!

  11. This is really interesting, You’re a remarkably professional article writer. I have enrolled with your feed and furthermore , count on enjoying the really great write-ups. And additionally, I’ve got shared your webpage throughout our myspace.

  12. Hey! Someone in my Facebook group shared this website with us so I came to check it out. I’m definitely enjoying the information. I’m book-marking and will be tweeting this to my followers! Excellent blog and brilliant design and style.

  13. Hey There. I found your blog using msn. This is a really well written article. I will be sure to bookmark it and return to read more of your useful information. Thanks for the post. I will definitely comeback.

  14. I’m delighted that I have noticed this weblog. Lastly something not a junk, which we undergo incredibly frequently. The web site is lovingly serviced and saved as much as date. So it must be, thanks for sharing this with us.

  15. Youre so cool! I dont suppose Ive read similar to this before. So nice to discover somebody with a few authentic applying for grants this subject. realy thanks for starting this up. this website is something that’s needed on the net, somebody with some bit originality. helpful project for bringing new stuff towards web!

  16. I would like to consider the opportunity of thanking you for your professional instruction I have constantly enjoyed viewing your site. I am looking forward to the particular commencement of my school research and the entire groundwork would never have been complete without surfing your web site. If I can be of any assistance to others, I might be delighted to help as a result of what I have gained from here.

  17. Can I just say what a aid to find somebody who really knows what theyre speaking about on the internet. You positively know how one can deliver an issue to gentle and make it important. More people have to read this and perceive this side of the story. I cant consider youre not more standard since you definitely have the gift.

  18. Great – I should definitely pronounce, impressed with your web site. I had no trouble navigating through all tabs as well as related info ended up being truly easy to do to access. I recently found what I hoped for before you know it at all. Quite unusual. Is likely to appreciate it for those who add forums or anything, site theme . a tones way for your customer to communicate. Nice task.

  19. Aw, this was an incredibly nice post. Taking a few minutes and actual effort to create a good articleÖ but what can I sayÖ I procrastinate a whole lot and don’t seem to get anything done.

  20. You could definitely see your enthusiasm within the work you write.The sector hopes for even more passionate writers such as you who aren’tafraid to say how they believe. Always followyour heart.

  21. Its like you read my mind! You seem to know so much about this, like you wrote the book in it or something. I think that you could do with a few pics to drive the message home a little bit, but other than that, this is fantastic blog. A fantastic read. I’ll definitely be back.

  22. Excellent read, I just passed this onto a friend who was doing a little research on that. And he actually bought me lunch since I found it for him smile So let me rephrase that: Thank you for lunch!

  23. Thank you for making the trustworthy attempt to speak about this. I believe very robust approximately it and wish to read more. If it’s OK, as you achieve extra in depth wisdom, might you thoughts including extra articles very similar to this one with more information? It will be extraordinarily helpful and helpful for me and my friends.

  24. Nice post. I discover something much harder on different blogs everyday. It will always be stimulating to read content using their company writers and practice a little something from their website. I’d opt to use some with the content on my own blog whether or not you don’t mind. Natually I’ll offer you a link on your web weblog. Thank you for sharing.

  25. Thanks for sharing excellent informations. Your site is so cool. I am impressed by the details that you?ve on this website. It reveals how nicely you perceive this subject. Bookmarked this website page, will come back for more articles. You, my friend, ROCK! I found just the information I already searched all over the place and simply could not come across. What an ideal web-site.

  26. Excellent post. I was checking constantly this blog and I’m impressed! Very helpful information specially the last part I care for such information much. I was seeking this particular information for a long time. Thank you and best of luck.

  27. This is a appropriate blog for anybody who desires to find out about this topic. You understand a great deal its almost not easy to argue with you (not that I really would want…HaHa). You certainly put a fresh spin for a topic thats been discussed for years. Excellent stuff, just wonderful!

  28. Comfortabl y, the post is really the freshest on this deserving topic. I harmonise with your conclusions and also can thirstily look forward to your next updates. Just saying thanks will not simply just be adequate, for the extraordinary clarity in your writing. I can directly grab your rss feed to stay informed of any updates. Gratifying work and much success in your business dealings!

  29. This web page can be a walk-through for all of the information you wanted about this and didn’t know who ought to. Glimpse here, and you’ll certainly discover it.

  30. I simply had to thank you so much again. I do not know the things that I would have tried without the type of pointers discussed by you over this theme. It previously was a very scary crisis in my view, however , noticing the very skilled technique you managed that forced me to jump over contentment. I am just happier for this support and thus expect you know what a great job you’re providing instructing people by way of your blog post. Probably you haven’t got to know any of us.

  31. Oh my goodness! an incredible write-up dude. Many thanks Nevertheless My business is experiencing trouble with ur rss . Do not know why Cannot enroll in it. Perhaps there is anyone obtaining identical rss problem? Anyone who knows kindly respond. Thnkx

  32. This is my second visit to this blog. We are starting a new initiative in the same niche as this blog. Your blog provided us with valuable information to work on. You have done a fantastic job.

  33. Thank you so much for giving my family an update on this issue on your web-site. Please realise that if a brand new post appears or if perhaps any adjustments occur to the current post, I would be interested in reading a lot more and focusing on how to make good use of those strategies you reveal. Thanks for your efforts and consideration of other people by making this web site available.

  34. The next time I just read a weblog, Lets hope that it doesnt disappoint me as much as this blog. Come on, man, Yes, it was my replacement for read, but I really thought youd have something fascinating to convey. All I hear can be a few whining about something you could fix should you werent too busy looking for attention.

Leave a Comment

Your email address will not be published. Required fields are marked *