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вЂњTTL marketing can be defined as just another way of describing a well designed, integrated marketing campaign. However, if IвЂ™m thinking about the most ideal solution for the average small business owner thatвЂ™s trying to serve a wider area, IвЂ™d have to say that TTL marketing was the most relevant these days. For example, BTL marketing can sometimes be the best solution for a small business serving a local catchment area. I guess that they would all be relevant to small businesses, depending on the business, the type of product they have and the target audience they have in mind. Here are a few adverts that might help explain this in more detail:

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In this example, a pizza company could launch a nationwide Youtube campaign that would show different video ads to different users according to where the users lived, featuring a promotional code for a discount on purchases made at their local outlet.ДЄs you can see, this is a combination of both of the other forms вЂ“ ATL in terms of itвЂ™s wide reach, BTL in terms of its targeted nature and conversion focus. This would be a strategy designed to target a specific group of people and to try and encourage quick purchases, or conversions.ДЄ similar example of this that you might have seen before is the Red Bull Mini (shown below).ДЄn Example Of A Through The Line Marketing Activity

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They might offer free cereal samples along with vouchers that could be used in a local store. The same cereal company could also run a direct marketing campaign in a large city, targeting commuters on the way to work. (There would be no offers or incentives involved here).ДЄn Example Of Below The Line Marketing Activity As mentioned above, this kind of marketing would be used to build general brand and awareness of the business and/or itвЂ™s products over the long term as well as goodwill. The ad would be aired across the nation, with every viewer seeing the exact same message. This kind of marketing delivers both a wide reach and a focus on conversions.Д®xamples of ATL, BTL and TTL marketing activityДЄn Example Of Above The Line Marketing ActivityДЄn example of Above The Line marketing would be a television campaign run by a cereal company. It might seem obvious, although not all marketing campaigns are like this вЂ“ some are ATL only and some are BTL only (it would be much more common to see a BTL-only marketing campaign in practice though). This kind of marketing is really an integrated approach, where a company would use both BTL and ATL marketing methods to reach their customer base and generate conversions. вЂTTL MarketingвЂ™ stands for вЂ Through The Line MarketingвЂ. This kind of marketing is best for conversions and direct response. For example, a leaflet drop in a specific area, a Google Adwords campaign targeting a certain group or a direct telemarketing campaign targeting specific businesses. This kind of marketing is the kind of marketing that targets specific groups of people with focus. вЂBTL MarketingвЂ™ stands for вЂ Below The Line MarketingвЂ. This kind of marketing is mostly used for building brand awareness and goodwill.

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Think about a national TV campaign, where viewers across the nation see the same advert aired across the various networks. This kind of marketing is the kind of marketing that has a very broad reach and is largely untargeted. вЂATL MarketingвЂ™ stands for вЂ Above The Line MarketingвЂ. Here is a description of the terms mentioned above вЂ“ weвЂ™ll then go on to look at a few examples a bit further down this post. More detailed definitions of ATL, BTL and TTL marketing However, the content will apply as well to вЂAdvertisingвЂ™ as it does to вЂMarketingвЂ™. You will see these terms used with the word вЂAdvertisingвЂ™ too, although IвЂ™ll mostly be using вЂMarketingвЂ™ below. In any case the term TTL was coined to explain a more integrated marketing approach, which combines both the widespread and direct approaches, rather than the traditional ATL/BTL separation. The term TTL is a relatively recent one, although to be honest I am unsure of exactly when this was first used. вЂњThat is the вЂLineвЂ™ in marketing вЂ“ it separates direct marketing from higher level brand marketing.вЂќ In effect, marketing that was more broad in nature was separated from marketing that was more direct in nature. The terms ATL and BTL were first used in 1954 after Proctor and Gamble began paying advertising firms separately (and at a different rate) from other suppliers who dealt with more direct promotional efforts. Still confused? No problem, weвЂ™ll discuss these in more detail below.ДЇirst, where do the terms come from and what is the вЂLineвЂ™ in marketing?