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Above the Line Marketing (BTL)
A commonly asked question in the world of marketing is what is the difference between ‘Above the Line’, ‘Below the Line’, and ‘Through the Line’ Marketing?
Above the Line, or ATL Marketing, refers to generally untargeted, massive campaigns to raise brand awareness and reach more people; below the Line, or BTL Marketing, refers to the much smaller and highly targeted world of ads, aimed at individuals and with easy to track returns on investment and a definitive audience; and finally, through the Line, as you can imagine, uses both of these approaches to gain both widespread band awareness and focused, targeted returns.
Marketing Can Be Overwhelming. The Good News Is, You Have Options.
Television
An average American watches 4.3 hours of TV in a day. It’s a similar case with the rest of the world.
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TV advertisements have a reach from local, to national, and international audience 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 images or audio alone.
Print Advertisements (magazine & newspaper)
Local, regional and national print media has a wider reach than any of the other mediums.
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Newspapers have fixed ad-slots that are used by marketers to inform customers / prospective customers about the brand or offers.
Magazines exist in niches and make it easier for marketers to reach their niche directly through them.
Radio
Psychologists tell us that consumers need to be exposed to an advertising message at least three times before it begins to penetrate.
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No other media other than radio provide such affordability when it comes to this frequency.
Radio is a perfect option for marketers to fulfil all the frequency and creative demands of an advertisement. Radio to have a local, national, and international reach just like TVs.
Outdoor Advertising
Outdoor advertising is usually done in public places and is constantly on display, have a greater reach depending on the locations. They include Flags, Banners, Wraps, Billboards, etc.