ATL BTL marketing strategies (Updated)

There are two ways in which marketers conduct promotional activities. They either advertise the product for the market as a whole or they create a focused communication for a specific customer group. Today, these marketing strategies fall into two distinct categories – Above the Line (ATL) and Below the Line (BTL) activities.

With consumption trends shifting constantly, marketers needed to find ways to address these changing demands. Through the Line (TTL) marketing activities help marketers use an integrated approach to advertise products to both mass and focused markets simultaneously.


What are ATL and BTL?
Marketing strategies
History, introduction and application

PPT file link:
https://www.dropbox.com/s/se5ssboy2fw...