ATL and BTL Marketing Strategies

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Many of us or at least people who are working in Marketing would have heard about these two abbreviations. What are exactly ATL and BTL Marketing? Let’s have some basic understanding on these. ATL stands for ‘Above the Line’, and ‘BTL is Below the Line’. Both these models are widely used in the industry.

ATL is used where the brands need to reach to a mass audience. All conventional methods of advertising like Television, Radio, Newspaper, Print ads and even Ads over Internet fall in this category. Here the investment will be huge and the reach is also expected to be more.

BTL is more focused towards a small crowd and it is more one to one. Some of the best examples for BTL marketing are handbills, pamphlets, stickers or brochures placed on an event and even hoardings falls in BTL category. This model will be more effective if you are deeply focused on a specific location or in a city.

Both the marketing models are widely used by the brands depending upon the location, occasion, and audience type and so on. Mostly when your purpose is to communicate to mass audience. For example, for a car manufacturer who is launching a new car in the market and needs to communicate to a bigger target audience, ATL would be apt. Whereas BTL would be more apt when a particular brand is focusing on niche audience. For example, a college in a city is offering a new crash course will rely on pamphlets or paper inserts for certain location which is more of BTL marketing strategy.

Rajagiri Centre for Business Studies, is one of the top rated and B Schools in Kerala. Located at Kakkanad, Kochi near to Infopark, one of the largest IT hub of India, Rajagiri Centre for Business Studies is ranking as one of the top MBA colleges in Kerala & rated as the best MBA colleges in Kochi. With its world class infrastructure facilites,  best hostel facilities, top MBA placements and unmatched results,  Rajagiri Centre for Business Studies is considered as the best Management institution in Kerala.
Location: Kerala, India

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