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FMC The Marketing Agency


ATL-BTL-TTL Marketing

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.

  • Television
  • Radio
  • 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)
  • Sponsorship
  • Personal selling
  • Branding and merchandising
  • Packaging
  • Telemarketing
  • 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.