Question

Topic: Student Questions

Atl V/s Btl

Posted by Anonymous on 2/7/2006 at 7:33 AM ET 75 Points
I would like to know the exact difference between ATL V/s BTL Marketing. Should an FMCG company lay more emphasis on ATL activities as product differention is not that remarkable in this sector?
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RESPONSES

  • Posted by Carl Crawford on 2/7/2006 at 10:12 PM Member
    Please serach google or the archives of KHE https://www.marketingprofs.com/ea/qst_search.asp as this has been asked and answered at least 20 times.
  • Posted on 2/8/2006 at 4:33 AM Author
    Dear Fire Fox,
    Thank you for the response. I already searched Google & have collected some relevant information. As per my understanding:-

    ATL
    - Mass Reach
    - Creates Brand Awareness
    - No direct consumer involvement.

    BTL
    - Consumer defined.
    - Generates Trial.
    - Direct consumer involvement.

    However, I am still a bit confused as sometimes almost the same activity falls under both headings.

    I do not know if I am correct when i classify a product specific advertisement in a magazine/newspaper under ATL. But when the same advertisement has a discount coupon attatched to it then it falls under BTL (Cause it drives consumer to desired response).

    Do we classify "Dealear Board" under ATL while classifying P.O.P. materials at the same store as part of BTL?

    Please respond.
    Thanks & regards
  • Posted on 2/10/2006 at 4:05 AM Author
    Dear Phil,

    Many thanks for quoting direct examples of ATL & BTL. It was such a help.

    Thanks & regards
    Tarun
  • Posted on 2/10/2006 at 4:05 AM Author
    Dear Phil,

    Many thanks for quoting direct examples of ATL & BTL. It was such a help.

    Thanks & regards
    Tarun
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