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ATL & BTL actrivitry

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mariap | 10:36 Fri 27th May 2005 | How it Works
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What does ATL & BTL stand for in media advertising?
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Avatar Image delboy3
I think they stand for "above the line" and "below the line", but what these phrases actually mean - sorry, I don't know
12:31 Fri 27th May 2005
Avatar Image seb brown
Above The Line is a mass media approach eg tv, magazine, bill board advertising. Below The Line is more personal, 1 to 1 marketing eg  direct mail, point of sale, PR, sales promotion, direct selling. Through The Line is an integrated approch, where all the different aspects of ATL and BTL are used at once, in different intensities, to build a brand image or communicate a clear message. 
15:45 Sat 28th May 2005
Avatar Image Andy008

ATL and BTL refer to the launch of a campaign via promotion through both the trade - the channels of distribution, and the consumer. So in a push/pull strategy, the campaign is "pushed" out through BTL trade communications, and revenue is "pulled" in through above the line communications, such as TV advertising. 

21:49 Mon 30th May 2005

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