Advertising agencies divide modern marketing communications into a few main types, known by specific abbreviations: ATL, BTL and, more recently, a third type — TTL. The three types differ mainly in how agencies communicate with the advertiser's target audience. Let's look at what these abbreviations mean and what each kind of communication involves.
ATL — Above-the-Line. At Urban Media we describe this type of advertising communication as one addressed to a broad, undefined audience. For example, an ad for a product made only for women may also be seen by men. ATL channels include television, outdoor advertising, print and radio. The main task of ATL is to build awareness of a brand, product or service.
BTL — Below-the-Line. Our agency works with BTL communications in Kazakhstan. This type of communication is addressed to a specific potential buyer. For example, BTL will not promote women's products or services to men, and vice versa. BTL tools include sampling (handing out product samples), promotions, in-store promotion and many other mechanics. The main task of BTL — and of our agency — is to let potential consumers try products and services, and to make them loyal to the advertised brands.
There is also a newer type of advertising communication — TTL, or Through-the-Line. With the rise of the internet, the line between ATL and BTL has become less visible, so marketers created this category. TTL communications target an audience that is both broad and defined, and they both build product awareness and give people the chance to try the advertised products or services.
