The Ad Game: What on earth is ATL & BTL?

2009-07-01 17:25
ATL and BTL stand for above-the-line and below-the-line. I blame these classifications for the false idea that we all take loads of drugs.

In ye olde days ATL was traditional media – TV, radio, print and billboards – and BTL was everything else – brochures, flyers, giveaways, experiential events, promotions, CRM, direct mail, point-of-sale, online.

It's a very blurry line now, with most campaigns being a combination of all of the above. This is called through-the-line (TTL). A great example of this was the Axe Gamekillers campaign.

I've spent most of my career in promotional and BTL, which I adore. You have to think not just of a great idea but how you'll interact with consumers on a personal level. You're not just telling people, you're talking to them. I go to my happy place when people love and enjoy a brand I've worked on.

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