Question

Topic: Advertising/PR

Atl Services As An Alternate!

Posted by basit khan on 9/6/2009 at 11:29 AM ET 125 Points
I would like to know what really falls under ATL media services other than TVC's, Print media, Radio, Billboard....
which is not involved consumers directly.

Please let me know if there is any other alternate!

Thanx to all in advance.

Regards,

Basit Khan.
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  • Posted by Gary Bloomer on 9/6/2009 at 7:07 PM Member
    Dear basit khan,

    I take it that ALT media is alternative media, and that TVC's refers to television commercials? (Hint: use less jargon and you'll be better understood!).

    So, the question is (and this is a wild stab in the dark): what OTHER kinds of media might there be besides TV commercials, print, bill boards, and the like?

    Under normal circumstances I'd have neither the time nor the patience to invest in deciphering this kind of nonsense, but fortunately for you, it's a three day weekend and I'm feeling generous.

    So, if the scenario I've painted above is correct (which, I get the feeling is a crap shoot and a half), here's a list of under the radar forms of media:

    sky writing
    graffiti (illegal)
    tear off poster strips
    sandwich board walkers
    street leaflet distribution (which is illegal in many areas)
    leaflets under parking lot windshields (also illegal in many areas)
    Poster trucks
    Bullhorn preaching (probably illegal, or at the least, annoying)
    Street theatre (illegal in certain places)
    hot air balloons (illegal or dangerous around airports)
    base jumping (illegal and potentially deadly)
    Public nudity (illegal and depending on the nakedness involved, bad for the eyes)

    Other kinds of guerilla marketing can and often do go horribly wrong.

    In 2007 a series of LED boxes were attached to bridges and overpasses in and around Boston. Boston was the same city that several flights left from on the morning of September 11, 2001, so not surprisingly, the Boston Police Department are nothing if not a tad sensitive about stuff like this.

    This media stunt (for a new Turner TV show called Aqua Teen Hunger Force) SHUT DOWN THE ENTIRE CITY! No one from the agency concerned thought to alert the police that the boxes with flashing LEDs and wires sticking out of them were anything other than simple flashing signs. Several arrests were made, and rightly so, and the stunt cost Turner TV millions of dollars in compensation paid to the City of Boston.

    Guerilla marketing, although often seen as hip and trendy, is more often is unethical, or, as outlined above, even illegal. So, tread gingerly.

    I hope this helps. And if ATL stands for something else, well, I'm at a loss as to what that might be.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted by Gary Bloomer on 9/6/2009 at 9:57 PM Accepted
    Randall,

    I stand corrected. Thanks for your insight.

    Gary B.
  • Posted by matthewmnex on 9/8/2009 at 8:57 PM Accepted
    I recall I had commented on this kind of Jargon before :-)

    ATL Above the line - BTL below the line.

    Honestly speaking, these kinds of terms are nonsensical and are useful only for your accountant.

    How and where your accounting team draws the line with respect to how they apportion marketing expenditures is their business.

    All you need to know is

    1. I have a marketing / Advertising budget to spend.
    2. I want to spend if on meaningful and measurable activities.
    3. I need a reliable manner to measure the ROI of my campaigns to understand the profitability or otherwise.
    (Oops! I used a Jargon :-)) ROI is Return on Investment just in case :-)) )

    Any other jargon is strictly adopted by ad agencies to bamboozle clients into spending more money than they should or had initially planned.

    Also used by college professors and teachers who have never actually worked in the industry to convince students that they actually know what they are talking about :-)))

    Try to avoid jargon and just focus on making damned good marketing activities that are cost effective.

    In the end it is all about ROI regardless of where you spent the money.

    Good luck,

    Matthew
  • Posted by matthewmnex on 9/8/2009 at 9:02 PM Member
    PS:

    Try talking to your ad agency about ROI on the money they are asking you to spend and see if you can get a meaningful answer :))))

    Good luck.
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