ATL & BTL Agencies
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ATL & BTL Agencies refer to two different categories of marketing agencies, especially in promotion marketing and communication.[1]
"ATL" stands for Above The Line, meaning that the advertising is going to be deployed around a wider target audience, e.g. television (TVC), radio, or billboards. applicable when a product is directed for a broader spectrum of consumers, for example a soft drink company might contract an ATL advertising agency to develop ads targeting a broad audience.[2]
"BTL", or Below The Line, suggests that the advertising is going to target a specific group of potential consumers.[3] BTL advertising agencies will be hired to help companies to develop ads and promotion strategies in a creative way, directed to certain groups of, using tools like direct emailing, targeted social media, or direct product demonstrations for a specific group of people, like giving away vitamin samples at the door of a famous gym.
"TTL" stands for: "Through the Line" marketing, which combines the above two methods. It involves using both ATL and BTL marketing strategies to create an integrated campaign across a number of channels.[4][5]