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Below the line (BTL) / Above the line (ATL) Advertising :
In organisational business and marketing communications, Below the line (BTL) is an advertising technique. It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than Above the line (ATL) strategies. These may include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front.
Above the line is a type of advertising through media such as TV, cinema, radio, print, banners and search engines. Below the line advertising typically focuses on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates.
In addition, Above the line is much more effective, when the target group is very large and difficult to define. But, if the target group is limited and specific, it is always advisable to use Below the line promotions for efficiency and cost-effectiveness.
Say, for example, if a manufacturer of pen is going to promote its product, it may take the ATL route, but if a company manufactures computer UPS, it will certainly take the BTL route, as the target group is very limited and specific.
More recently, agencies and clients have switched to an 'Integrated Communication Approach.' BTL is a common technique used for "touch and feel" products (consumer items where the customer will rely on immediate information rather than previously researched items). BTL techniques ensures recall of the brand while at the same time highlighting the features of the product.
can you give us example of ATL & BTL activity ?
suppose if the company will not able to use this activity or they will fail then what will be the threat for them ?
