Akash Kanojiya

  ATL, BTL and TTL Marketing – Definitions And Examples Quick definitions of ATL, BTL and TTL marketing: 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 Still confused? No problem, we’ll discuss these in more detail below. First, where do the terms come from and what is the ‘Line’ in marketing? The terms ATL and BTL were first used in 1954 after Proctor and Gamble began paying advertising firms separately (and at a different rate) from other suppliers who dealt with more direct promotional efforts. In effect, marketing that was more broad in nature was separated from marketing that was more direct in nature. “THAT IS THE ‘LINE’ IN MARKETING – IT SEPARATES DIRECT MARKETI...