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A comprehensive study on Above the line,

Below the line and Through the line marketing

Made by:
Name

Roll No.

Rishav Kumar

156/2015

Saurabh
Prabhakar

157/2015

Neha Goel

158/2015

Akshay Sharma

159/2015

Akshay Mann

160/2015

FLOW OF PRESENTATION

Marketing
Introduction to ATL, BTL & TTL marketing
Above the line marketing
Below the line marketing
Through the line marketing
Case Study
Conclusion
References

MARKETING
Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering and exchanging offerings that
have value for customers, clients, partners and society at large. American Marketing Association

Importance of Marketing:
Promotes product awareness to the public.
Helps boost product sales.
Builds company reputation.

ATL, BTL AND TTL


MARKETING

ABOVE THE LINE


MARKETING
Target : tailored for mass audience & the target
group is difficult to define.
Media used: Television , radio, newspapers, and
magazines.
Coverage: National, regional or at bigger territory
level.

BELOW THE LINE


MARKETING
Below The Line (BTL)
communication is
unconventional in nature, done
at micro level and forms part of
non-media communication.
Coverage: Specific area(s),
region etc.
Media used: Measures include
direct mailing, distribution of
flyers, brochures, and usage of
sponsorships, public relations,
tele-marketing and point of sale.

USAGE: To generate loyalty


and repeat sales.
TARGET: It targets the
customer at individual level.
BENEFITS OVER ATL:
1. BTL promotions are
measurable in terms of
sales and feedback.
2. Gives valuable insight on
ROI.
3. Efficient and cost effective.
4. Appropriate for start ups.

ABOVE
THROUGH

BELOW

THROUGH THE LINE


MARKETING
Through the line refers
to an advertising strategy
involving both above and
below the line
communications.
This strategic approach
allows brands to engage
with a customer at multiple
points.
Example: A customer
watches the television
commercial, hear the radio
advert and is handed a
flyer on the street corner.

CASE STUDY
Honda is Honda
Campaign
AIM:

Honda is the best Choice for Indian two wheeler


customers
To embed Hondas wings as the symbol of its
commitment to enable people achieve the lift
they seek

TARGET MARKET:
Rural India - Association with Pankh

TECHNIQUE USED: TTL = ATL +


BTL

ATL:

BTL:

TV Commercial (Hindi)
aimed at both urban &
rural customers.
Drawback: No access to
TV and no scope for
touch & feel of the
product.

Events & traditional


congregations like
Melas- Honda at
Magh Mela 2015.

Honda at Magh Mela 2015

CONCLUSION
ATL is used to create brand
awareness of a product.
BTL is used to target at individual
level and mostly used to enhance
sales.
TTL is a strategy that allows brands
to engage with customers at multiple
points, hence enabling an integrated
communications approach.

REFERENCES

http://www.slideshare.net/UmanandaM/atl-and-btl-advertising
http://www.revenuebuilderblog.com/2013/10/atl-btl-ttl-marketing.html
http://www.theadvertisingclub.net/index.php/features/editorial/3256-differ
ence-between-above-the-line-and-below-the-line-advertising
http://businesscasestudies.co.uk/kia-motors/using-sports-marketing-to-e
ngage-with-consumers/above-the-line-and-below-the-line-promotion.html#a
xzz3e8NDcKx7
http://www.slideshare.net/gajjellishivaprasad/marketing-ppt-7795664
http://www.startupfreak.com/what-is-atl-btl-and-ttl-marketing/
http://www.slideshare.net/ssalmanhussain10/marketing-and-how-atl-and-bt
l-activity-relate-to-marketing-mc-presentation-30727949?next_slideshow=
1
http://marketingabhaysuman.blogspot.in/2008/11/atlbtlttl.html
http://www.ruralwheels.in/news/2015-01/atl-or-btl-for-rural-india/
http://www.allaboutoutdoor.com/news/News_Details.aspx?Id=3951
http://
www.indiantelevision.com/mam/marketing/brands/honda-unleashes-wave-20
-of-its-business-expansion-140719