The Key Characteristics of BTL Advertising
Major Concepts of BTL and ATL Advertising:
The concept of BTL advertising is popularly known as “Below the Line” marketing mainly aims to connect with the customers emotionally. This involves direct campaigns from the mail, catalogs, trade shows, and marketing by targeted search engines. Some of the major characteristics of BTL advertising are known as targeting specific audiences, cost-effectiveness, personal communication, and so on. On the other hand, the concept of “Above the Line” marketing is known as a promotional activity aiming to generate and spread awareness of brands. In simple words, ATL advertising aims to place the name of the brand to reach a large audience.
Major Characteristics of BTL and ATL Advertising:Characteristics of BTL Advertising and Distinction from ATL Advertising
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Characteristics of BTL Advertising |
Characteristics of ATL Advertising |
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Creating awareness of the brand: Helping people to connect with the brand and helping to attract more customers resulting in increasing the leads of the brand. |
Reaching a wide audience: This includes the use of broad-based campaigns of advertising designed to reach the audiences. Examples are known as TV commercials, print advertisements, radio ads, and so on. |
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Medium of Direct mail: Direct mail is the direct technique of marketing including the delivery of promotional materials at organizational premises. |
Email marketing: Some advertisers use email marketing to highlight the specific time offers or downloads of content. This results in increased traffic to the website to make the brand noticeable |
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Focused on ROI: BTL is more focused on return on investment where the gaining is on user’s conversions and quantifying success |
Digital marketing: ATL advertising mainly includes digital marketing like uploading videos to YouTube. This can result in generating exposure for a product or brand |
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Activation of the brand: Brand activation is the most effective form of BTL marketing. This involves driving the action of customers via a host of interactive activities. |
Public relations: The marketing of ATL includes conventional public relations. The broad exposure will help the brand to build recognition of brand quickly. |
The major characteristics of BTL advertising and distinction from ATL advertising can be defined as above-the-line marketing refers to a form of marketing targeting a wide audience via mass media such as radio, newspapers, and television. Whereas, BTL marketing aims for a more direct and targeted approach to marketing. The distinction from ATL advertising enhances the efforts of media such as radio, television, and print targeting the broad audience.
The Above Line Marketing refers to the massive and untargeted campaigns to increase brand awareness and reach more people. Whereas, the below line marketing refers to the smaller and highly targeted world of advertisements. This aims at individuals with easy returns of track on investment and a definite audience.
Whereas, on the other hand, Below the Line Marketing reaches specific audiences via personalized strategies, direct mail, and events. The strategy of above-the-line marketing results in broadening the horizons of brands, and reaching more people. On the other hand, the strategy of BTL advertising aims to promote a business by connecting with customers emotionally.
The major characteristics of BTL Advertising and its distinctions from ATL advertising are referred to as mass media advertising aims to promote services or products to reach a wide audience. The strategies focus on informing customers about the availability of products. These involve the transmission of advertisements through radio, print media advertisement, and national-level advertisement campaigns. Whereas, the below-line marketing is generally more direct and targeted smaller in size. The BTL advertising mainly involves outdoor advertising, activations of brands, and marketing by direct mail.