ATL - indirect advertising
Above-the-Line advertising (often referred to as Above the Line promotion/ Above the Line marketing/ ATL marketing/ ATL advertising) consist of advertising activities that are largely non-targeted and have a wide reach. ATL communication is done to build the brand and inform the customers about the product. Conversions are given less importance in above the line advertising.
To make it simpler:
Above the line marketing includes untargeted mass marketing strategies which are focused on building brand awareness. By ‘untargeted’ we mean that the communication isn’t directed towards a specific group. The mediums convey the message to everyone who has access to them. Examples of Above the Line Promotion
Television
An average Czech watches 4.3 hours of TV in a day. It’s a similar case to the rest of the world. TV advertisements reach people from local to national and international audiences depending on the TV channel and the contract between the parties. TV advertisements have a better connection with the users as moving images with audio are preferred over still pirctures or audio alone.
Television continues to be one of the most popular media in the world which people use on a daily basis. An average European watches about 4.3 hours of TV in a day. It’s a similar case to the rest of the world. TV advertisements reach people from local to national and international audiences depending on the TV channel and the contract between the parties. TV advertisements have a better connection with the users as moving images with audio are preferred over still pictures or audio alone. Make your brand visible where it matters the most and take your sale graph to the next level with our Television advertising.
Radio
Psychologists tell us that consumers need to be exposed to an advertising message at least three times before it begins to penetrate. No other media other than radio provide such affordability when it comes to this frequency. Radio is a perfect option for marketers to fulfill all the frequency and creative demands of an advertisement. Radio has a local, national, and international reach just like TVs. Besides driving, what are you doing when you are in your car? Bet that you are listening to your favorite music on a radio station. Reach out to your audience on Radio Stations across Europe!
Consumer Connect/Contact Programs
What do you get when your brand and your potential consumer come face to face and interact? Well, it is simply magic. Advertising is fine but when the customer initiatives connect or contact, that actually acts as an impetus for both the brand and the consumer to get into an actual relationship that might last a lifetime. There are various connect programs helping to be in touch with your customers and give them an unforgettable experience of your product or service.
Print Advertisements
Magazines & Newspapers
Local, regional, and national print media has a wider reach than any of the other mediums. Newspapers have fixed ad slots that are used by marketers to inform customers/prospects about the company and its offers. Magazines exist in niches and make it easier to reach a specific group of people directly through them.
Advantages of Above the line marketing.
Wider Reach: Above the line advertising mediums have a wide (national/international) reach.
Better Connection with the audience: The media like TV and radio use audio-visuals which have a better connection with the audience.
Brand Building: Media advertising is a crucial tool in defining and realizing brand identity. A brand is built by the customers. The role of marketers in brand building is to reach as many prospective customers as they can and communicate to them about the brand and its benefits creatively. Above the line marketing, hence, plays an integral role when it comes to brand building.
Outdoor Advertising
Outdoor advertising is usually done in public places and is constantly on display, having a greater (and more targeted) reach depending on the location. They include Flags, Banners, Wraps, Billboards, etc.
We provide the following types of advertising:- • Print mass-media;
- • TV;
- • Radio;
- • Outdoor;
- • Indoor;
- • Transit
BTL - direct advertising
Below-the-line advertising (often referred to as Below the Line promotion/ Below the Line marketing / BTL marketing / BTL advertising) consists of very specific, memorable and direct advertising activities focused on targeted groups of consumers. Often known as direct marketing strategies, below the line strategies focus more on conversions than on building the brand.
To make it simpler:
Below the line marketing include direct marketing strategies aimed at specific target groups and focused on conversions rather than building the brand. Examples of Below the Line Promotion
Direct Mail Marketing
One of the most personal strategies used by marketers is direct mail (e-mails, text messages, etc.), tailor-made messages about the brand, or different offers drafted according to the needs of each customer. Hence this BTL strategy could result in more conversions if planned properly.
Sponsorship
Sponsorship is a partnership with different corporates or events to get more impressions and is usually carried as a part of brand building strategies at a BTL level.
Brand Activation
Brand Activation is the art of driving consumer action through brand interaction and experiences. The key aim of these campaigns is to get consumers to act and to bring brands to life via experiences and forming long-term emotional connections.
In-Store Marketing
Marketing activities done within the retail store are called In-store marketing activities. These below the line activities make use of various points of sales to get the most return out of the investments.
Advantages of Below the line marketing
Extremely Targeted: Conversions are better when the communication is done according to the customer needs. Since BTL marketing strategies are extremely targeted, results are better in terms of conversions.
Better ROI: Below the line promotional efforts are focused on the specific target group, have a better reach, can be easily executed, tracked, and controlled. Hence BTL strategies provide a better ROI and MROI in terms of conversion.
Easy Control: The return from these activities can be easily tracked and monitored and steps can be taken to improve ROI.
Tailor-Made: Below the line advertising strategies are designed according to the needs of a specific target group and hence can be moulded differently for different customer groups.
- • consumer promotion;
- • trade promotion;
- • direct marketing;
- • POSM;
- • special events.
TTL - communication mix
Through the Line
Through the Line advertising (often referred to as Through the Line promotion/ Through the Line marketing / TTL marketing / TTL advertising) involves the use of both ATL & BTL marketing strategies. The recent consumer trend in the market requires the integration of both ATL & BTL strategies for better results.
To make it simper:
Through the Line advertising involves marketers in creating campaigns that include both ATL & BTL strategies. It refers to 360-degree advertising where campaigns are developed with the vision of brand building as well as conversions growing. Sometimes Above the Line strategies are used to execute their direct marketing strategies. This comes with TTL marketing as well.
Examples of Through the Line Promotion
360° Marketing
Marketing strategies can be planned and carried out with an integrated approach of using both ATL & BTL advertising mediums to get the maximum advantage. Most of the marketing campaigns today are TTL campaigns.
Digital Marketing
It is possible to carry out a digital marketing strategy which offers above the line marketing benefits while acting as a below the line communication to the customer. This type of advertising is cookie based. Users get highly personalized communication based on their needs/wants/choices. This strategy has a better ROI and is considered better by the consumer.
Digital Media
Well, how many sites do you think are on the world wide web? Which sites your potential customers are visiting? On which topics or pages are they spending the maximum time? To get the answer to the above, explore our digital media solutions.