Know-How Exchange : Branding

hi Julia

BTL stands for Below the Line. it is all advertisement that is done at outlet/retail level. it also refers to direct marketing, unpaid form of advertisement like Free samples, brochures, pamplet distribution.

ATL (Above the Line) is all advertisements that are done thrugh mass media (radio, TV, press/print etc.) and Out of Home (i.e. Billboards and others). Basically its all advertisement thats not done at outlet level.

Above The Line (ATL) & Below The Line (BTL) activities are basically communication tools.

hope this clarifies. you can check the following links on similar questions asked earleir in this forum.

https://www.marketingprofs.com/ea/qst_question.asp?qstID=4992#34741

https://www.marketingprofs.com/ea/qst_question.asp?qstID=2871#19421

https://www.marketingprofs.com/ea/qst_search.asp

cheers!!

Hi Julia,

In addition to what Mushfique said, I'd like to give some examples of BTL on the retail level - in sales outlets. You can organize and implement the promotions in the chain-stores, for instance. I work in FMCG sector, and in order to increase sales and market share of our products, I do it on a regular basis. It includes (but is not limited to) sampling (testing), promoactions with prises or small gifts. The main principle here is not to just "feed" people with your products, but to improve visibility in stores by drawing attention of potential customers to what you offer, thus impelling a consumer loyalty to the brand.
It also includes the so-called event marketing - organizing (or participating in) some special events.
Usually, for BTL activities you use the services of advertizing companies.

Best regards,
Yaroslava