ATL Marketing Exmaples

ATL – Above the Line and BTL- Below the Line marketing as we discussed in our previous article about what is ATL and BTL are two forms of marketing which companies carry out for promoting their products.

ATL marketing (above the line) refers specifically to advertisements related to things people can see, However BTL (below the line) refers to things that happen in the background. ATL has a higher public branding effect, BTL does not have that much of a public branding effect – ATL is often used to generate mind share, BTL is used to generate loyalty and customer retention.ATL-above-the-line-advertisement

Examples of ATL Marketing

There is image which comes to your mind whenever you think of a big brand, and that image can be of a celebrity you saw endorsing the brand or a TV or newspaper commercial you saw about the brand somewhere, for example think what comes to your mind when you think of Pepsi or Coca Cola, these are big brands who goes for intensive ATL Marketing.

Hence Above the line marketing is something in which a company go for building their brand and promote their brand to mass audience at a huge cost. Usually companies go for ATL Marketing when companies have huge marketing budget and want to acquire big market. Below are some of the ways in which ATL Marketing activities are done.

TV Commercials – You can advertise your products through Television commercials to bring brand awareness and to build an image about your brand. You can sponsor TV shows and sport events happening on TV to get better results. TV allow for 30 seconds commercial where you should use your commercial to sell your customers an experience with your brand, such as a demonstration of how your product is used, a peek at your inventory, a look at your venue or facility or testimonials from past customers.

Billboards & Hoardings – You can place your Advertisement on big billboards on the streets, or highways which is frequently traveled and seen by many people. You can put your company logo with some catchy line or a celebrity to endorse your brand.

Radio – Advertising on radio will cheaper compared to TV but usually it is used for more local audience like city-wise.  Radio advertising placements can be purchased on a local, regional or national level, depending on the stations you select and depending on your budget.

Newspapers & Magazines –  There is huge varieties of newspapers and magazines available today which will help you decide where you want to place your AD and target the right audience.

Ultimately what all these ATL marketing activities will create is a mind share, a kind of trust and reliability for your brand in your customer eyes.

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