ATL Marketing Definition: Above-the-Line Marketing – widespread brand-building advertising
BTL Marketing Definition: Below-the-Line Marketing – highly targeted direct marketing focused on conversions
TTL Marketing Definition: Through-the-Line Marketing- integrated ATL and BTL marketing campaigns
ATL Marketing Definition
‘ATL Marketing’ stands for ‘Above The Line Marketing‘. This kind of marketing is the kind of marketing that has a very broad reach and is largely untargeted. Think about a national TV campaign, where viewers across the nation see the same advert aired across the various networks.
This kind of marketing is mostly used for building brand awareness and goodwill.
BTL Marketing Definition
‘BTL Marketing’ stands for ‘Below The Line Marketing‘. This kind of marketing is the kind of marketing that targets specific groups of people with focus. For example, a leaflet drop in a specific area, a Google Adwords campaign targeting a certain group or a direct telemarketing campaign targeting specific businesses.
This kind of marketing is best for conversions and direct response.
TTL Marketing Definition
‘TTL Marketing’ stands for ‘Through The Line Marketing‘. This kind of marketing is really an integrated approach, where a company would use both BTL and ATL marketing methods to reach their customer base and generate conversions. It might seem obvious, although not all marketing campaigns are like this – some are ATL only and some are BTL only (it would be much more common to see a BTL-only marketing campaign in practice though).
This kind of marketing delivers both a wide reach and a focus on conversions.