Above the line marketing(ATL)
ATL Marketing’ stands for ‘Above The Line Marketing‘. This kind of marketing is the kind of marketing that has a very broad reach and is largely untargeted. Think about a national TV campaign, where viewers across the nation see the same advert aired across the various networks.
- Newspapers / print
- Cinema / Theatres (product placements)
- Out of home media
Below-the-line marketing (BTL)
Below-the-line advertising is an advertising strategy in which a product is promoted in mediums other than radio, television, billboards, print and film. Types of below-the-line advertising commonly include direct mail campaigns, trade shows and catalogs, and targeted search engine marketing.
- Sales promotion
- Direct marketing and direct mail
- Public relations (PR)
- Personal selling
- Branding and merchandising
- Trade fairs and exhibitions
Through the line (TTL)
through the line advertising (TTL) The use of mass advertising forming a prospect or customer database, which can be implemented for direct marketing activities. An example of this would be an ad on TV, which features a toll-free number for driving direct contact with new clients or customers.