What is ATL and BTL advertising

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ATL and BTL advertising are marketing terms that began to be used in the fifties of the last century and remain relevant to this day. These concepts refer to two broad categories of marketing tools that are widely used in various fields. You may have heard about ATL and BTL in promotion strategies, job postings, and marketing budget discussions.

ATL (from English "Above The Line") is a form of direct product advertising. ATL covers all traditional means of promotion. For example, advertising on billboards along the roads, distribution of leaflets, television marketing videos, etc.

This type of advertising is aimed directly marketing list of senior homes at a potential client, but does not involve communication with him.

ATL and BTL advertising

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Currently, marketers using ATL advertising are forced to solve the problem of "banner blindness" of modern consumers. They have to conduct a deep analysis of their audience, identify key pain points that can push the client to read information on banners, watch videos or listen to radio advertising.

BTL (from English “Below The Line”) is a more natural sales method that uses blogs, events, and other native marketing tools. BTL does not call for immediate purchase of a product, but only guides the buyer to make a decision about purchasing a product or service.

BTL advertising is independent of traditional media and is currently gaining popularity, taking the place of direct marketing.

One of the features of BTL marketing is interaction with the client, in which the person does not realize that he is participating in an advertising campaign. This method is focused on the emotional perception of the consumer, without imposing a purchase decision.

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In the conditions of oversaturation of direct advertising, BTL is becoming a preferred option. Modern consumers pay less and less attention to flashing offers on banners and in videos.

Visual Difference between ATL and BTL
ATL advertising is a strategy that targets a broad audience to increase brand awareness. For example, a car manufacturer runs a TV commercial to highlight the benefits of its products. When a consumer who has watched the commercial visits a retail location and sees the brand's products, the likelihood of purchasing increases due to prior exposure to the company. This is the result of ATL marketing.

In parallel with TV advertising, a protein bar manufacturer can place a promoter in a store and conduct a tasting of the new product. This is BTL advertising aimed at a specific audience of a given outlet. The promoter can communicate with a potential buyer and receive feedback.