Task 3
Comparison Between BTL and ATL
Below The Line (BTL) and Above The Line are two terms which are mentioned almost every
day recently in the advertising world and usually have the specific individual challenged as to
what they mean. The ATL marketing is where mass media is used as a method of promoting
products and spread out to the target consumers. The media include conventional press as
everyone knows it, radio and Television advertising, internet as well as print. This is a message
trending to a broader area and is not addressed to specific customers. The ad attempts to reach-
out to people as customer spectators (Tarana, 2016).
Below The Line (BTL) advertising is innovative and comprises of the spread out of
advertisements such as campaigns, flyers, pamphlets, stickers, brochures, banners and placards.
Product demos, as well as sampling at busy areas such as malls and residential complexes, may
be involved too. In some markets, such as rural markets where there is insufficient reach out of
mass media like television and print, BTL business with a face to face consumer outreach plans
do make meaningful sense. Furthermore, BTL marketing has more activities which include
roadshows and automobiles with advertising staff associating with public validating the product
and allocating the artifact later (Tarana, 2016).
The BTL ways of marketing channels are unusual to be used by ATL in sponsoring products.
People may consider BTL and ATL outdated terms while using the internet as well as quick
speed transformations in models of message to spread out to the customer. “after one is
communicating with a functioning spectators, BTL is better. On the other hand, digital media has
