Question

Topic: Student Questions

Importance Of Btl

Posted by Anonymous on 8/3/2004 at 11:48 AM ET 100 Points
Hi all...I am Muzammil, an MBA student in Karachi, Pakitan. Actually I am planning to hold a BTL workshop in my University (Institute of Business Administration), for which I need to put together a proposal. Though I am more than sure about its importance in today's advertising industry (this is why I am holding this workshop), I need to have some quantitative stuff in my proposal to prove my point to the management, who will approve the proposal. This is where I believe I lack.

You must have guessed by now that I need some facts and figures about the use and importance of BTL these days. Something figures about increase in the use of BTL and also decrease in the use of ATL in different industries would certainly help. Infact anything which anyone think would help in proving the importance of BTL, please do provide me that material.

Thanking that "anyone" in anticipation.

Muzammil Raza
MBA (last semester) Student
IBA



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RESPONSES

  • Posted by Peter (henna gaijin) on 8/4/2004 at 1:38 AM Member
    Can you do me the favor of telling me what BTL and ATL stands for? I suspect I (or others here) can provide some thoughts on the subject, but perhaps others (like I) don't recognise the acronyms. Thanks.
  • Posted by Mushfique Manzoor on 8/4/2004 at 10:09 AM Member
    Dear Peter

    ATL is Above the Line (incl advertising in TV, Radio, Press, Billboard etc which are not in-around store)
    BTL is Below the Line (everything in&around store)

    cheers
  • Posted by Mushfique Manzoor on 8/4/2004 at 10:39 AM Accepted
    Dear Muzammil

    Well i dont have exact facts and figures but in most of the countries Tobacco and Alcoholic Beverage products are facing increasingly Darker markets which means companies are less allowed to advertise in ATL. As a result they are increasingly advertising in BTL. example is 1st world developed countries.

    Like in Bangladesh tobacco companies are not allowed to advertise on state-run TV stations which covers the entire country, so they have pumped in all their money into BTL activites i.e. Posters, Bunting, Merchandising, Permament Merchandising Materials, SuperMarket Presence, Branded Outlet etc. Te only ATL the tobacco companies are allowed in Bangladesh is Outdoor Billboards, press ad which is then again restricted to a certain size. in most cases these companies now spend upto 65-70% of ad budget in BTL and 35-30% in ATL.

    i hope this helps.

    btw, my business school is also called Institute of Business Administration (IBA), University of Dhaka.

    cheers!
  • Posted by Peter (henna gaijin) on 8/4/2004 at 1:21 PM Accepted
    I can not claim to be an expert here (I specialize in B2B not B2C), but what I have been reading in marketing magazines matches what you found - that BTL is increasing. In America, there is much more emphasis being placed on getting more and better shelf space at the stores through paying "slotting fees".

    Added to this, mass marketing is not as effective. With so many forms of media available, placing a TV ad on one of the main broadcast stations (NBC, ABC, or CBS) in the US doesn't get you as many viewers, because there are so many other channels to watch or other non-TV activities to do. There are a few exceptions in the US, such as a sporting event called the Super Bowl which still draw huge numbers of viewers.

    I did a quick Google search on "slotting fees" and a variety of good articles came up which include some statistics that could be useful. It may be worth doing the same search and see which are helpful.
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