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ATL and BTL Agencies

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ATL & BTL Agencies In the marketing world, especially in the areas of promotion and / or communication, people often hear about the ATL & BTL agencies.

ATL is referred for Above The Line, meaning that the advertising is going to be deployed around a wider target audience, using media with this kind of reach: Television, Radio and Billboards. It is usable when a product is directed for a broader spectrum of consumers. Soft drinks companies contract ATL advertising agencies to help them to develop ads with this scope.

BTL is referred for Below The Line, meaning that the advertising is going to be used around a specific group of potential consumers. BTL advertising agencies will be hired to help companies to develop ads and promotion strategies directed to certain groups of people, using tools like direct emailing, or direct product demonstrations for a specific group of people. Example, a demonstrator giving away vitamin samples at the door of a famous gym.

References

ATL & BTL Agencies Wikipedia