Differentiate between ATL and BTL.
Answers
Answer:
Explanation:
Comparison Chart
BASIS FOR COMPARISON ATL MARKETING BTL MARKETING
Meaning ATL stands for Above the line marketing, which entails mass media methods so as to target a wider audience. BTL expands to Below the line marketing, which is used when the company wants to target a small but specific group.
Marketing Medium Uses conventional marketing mediums such as TV, Radio, Print media, Internet, etc. Uses offbeat marketing mediums such as exhibitions, trade-shows, telemarketing, email marketing, etc.
Target Mass Audience Specific group of Individuals
Objective To create a brand identity and establish brand awareness. To generate sales.
Cost Costly Budget-friendly
Result It drives customer response. It increases the point of sale.
Response Rate Difficult to measure. Easy to measure.
Communication One-way communication Two-way communication