ATL , BTL, TTL and Guerilla Marketing

-Dr.K.ThirugnanaSambanthan, Asst.Professor, Department of MBA, SANSAC

 Line Marketing or ATL Marketing refers to substantial campaign to promote brand awareness and to reach more people.

ATL campaigns are prevalent campaign, untargeted and commenced at general level.  Television Advertisements, Theatre Advertisements fall into this category.  The purpose of ATL campaign is to make the brand horizon reach everyone. The main drawback of ATL campaign is that it is difficult to measure the impact created by it.

 Line Marketing or BTL Marketing refers to targeted marketing. Brochures, Direct Marketing, Flyers, email and social media. 

Though the Line Marketing is an integration of both Line and below the Line Marketing.  Large companies only use above the line as below the Line Marketing is very expensive to use both ATL and BTL.

Guerilla Marketing campaigns are campaigns we come across in everyday life without engaging with them.  It is an effective campaign to impress your audience, it actually makes impression on the people who hear about it in all medias.

Companies must select the best marketing method to suit their marketing needs.