Question

Topic: Advertising/PR

Is This Action Atl Or Btl?

Posted by Anonymous on 4/12/2008 at 3:59 AM ET 25 Points
I have read many different definitions of ATL and BTL but still couldn't properly categorize the action we are taking currently, here is the scenario:

We are a retail bank. We printed small booklets to be distributed to people from subway ticket desks. For example anyone who buys a ticket for more than 20 rides recieves the booklet. Booklets contain information about our products, and a subway map in order to stop people to throw the booklet immediately to trash. Non of our employees are involved in the process.

According to my colleagues, it has no diffence from press. Only the way of distribution is different hence it is ATL. On the other hand you deliver something physical to the client, hence it feels like BTL too.

What's your opinion.

Thank you.
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RESPONSES

  • Posted by adammjw on 4/12/2008 at 8:49 AM Member
    The question might be relevant only in the case when advertising $$ allocation is an issue at stake.Otherwise makes no difference.
    ATL is more like mass marketing without customization or personalization. Reading your description I would tend to look at it more as rather having ATL focus.
    Especially so as no direct interaction with prospective customers is included.
  • Posted on 4/13/2008 at 12:26 PM Author
    What kind of customization do people get when FMCG put promoters in retailers distributing flyers or promo version of products? Sorry but I was looking for a deeper insigt.
  • Posted by adammjw on 4/13/2008 at 4:23 PM Member
    Same story as yours promotional action.
    Sorry but I do not quite understand what kind of deeper insight you are looking for.
    I thought you were just looking at ATL versus BTL issue.
    Above-the-line advertising is all about brand awareness as in television, radio and newspapers, trying to create an emotional connection with the brand in hopes that the consumer will choose it when next making a purchase decision.
    Below-the-line advertising, on the other hand, is what comes with direct mail and some forms of online advertising, where the consumer is asked to answer a call for action and interact with the advertisement.
    I do not see that call for action in your scenario, so consequently it's ATL to me.

  • Posted on 4/14/2008 at 12:11 AM Author
    So in your opinion a TV commercial calling for an action will be BTL? Suppose my action contained a call for action, would it all of a sudden become BTL?

    I try to segregate ATL from BTL based on how we relate to customer: if I cannot isolate who reads or hears my ad then it is ATL.

    I don't understand your segregation criteria from your explanations.
  • Posted by adammjw on 4/14/2008 at 4:21 AM Member
    Yes, roughly that's my opinion.
    One could as well say that if you encouraged " call to action " then we could speak of Through the Line advertising. Thus using above the line communication you would direct the target to another form of communication thus crossing the line between the two forms.Just like in an example of a TV commercial that says 'come into our store to sample our product'. In this example, the TV commercial is a form of 'above the line' advertising and once in the store, the target customer is presented with 'below the line' promotional materials such as POP ones.
  • Posted on 4/15/2008 at 6:39 AM Author
    There is no doubt that it will lead to a TTL. However I don't think anybody will categorize the initial TV spending as BTL (or TTL if anybody is categorizing as such for that matter). Moreover, in all sources I read so far TV goes under ATL. Of course, authors may be trying to simplify for readers.

    Maybe there are two different points of view: type of media spending vs. nature of action. But still that doesn't clarify the issue. Maybe the terms are not well defined after all.
  • Posted by adammjw on 4/15/2008 at 6:50 AM Member
    Yes, that's right that the terms beg more detailed clarification.
    Most authors focus on type of media spending.I would also say that nowadays such clear boundaries are no more applicable mostly due to the internet.
    Anyway the question is how materially relevant is the issue.Is it only to be discussed by academics or it bears upon real-life solutions.In order to check the academic views I forwarded your query to one of most competent professors at IESE Business School in Barcelona.Hope to hear from him soon.
  • Posted on 4/16/2008 at 1:20 AM Author
    My question is somewhat academic, but at the same time I am trying to minimize confusion in my work environment. Let's see what the scholars say.

    In the mean time what's your opinion for the following cases:

    1) Opening stores in high streets in order to increase brand awareness
    2) Placing stands in shopping malls

    If we don't consider the actions taking place, and consider only exposing our brand to people, how would you categorize the above spendings?
  • Posted by adammjw on 4/16/2008 at 4:21 AM Member
    I would daresay your no.1 is BTL, whereas no.2 could be looked at as ATL.
    I can hardly imagine opening retail outlets in high streets with no interaction whatsoever with your clients and I don't believe we can really skip actions taken there.
    Placing unmanned stands,unless you mean staffed booths which often happens does not seem any different from outdoor billboards which are undoubtedly treated as ATL.
  • Posted on 4/16/2008 at 3:49 PM Author
    Actually I was talking about staffed stands (booths whatever you wish to call them). So in this case, my understanding is that you would call both cases BTL because there is an interaction. Of course, if unmanned it is no different them outdoor, I totally agree.

    Thanks for taking time.
  • Posted by adammjw on 4/16/2008 at 5:06 PM Accepted
    Yes, that's my opinion.
    Anyway let's wait for the academic view.
    Of course,as soon as I get the feedback I will pass it on to you.
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