ATL, BTL, and TTL marketing: What they are and how to use them

Businesses that successfully transform into well-known brands have achieved two goals: 

1. Brand awareness – More and more people recognize what the business stands for and offers. 
2. Sales conversions – Sales are growing, and the company is generating revenue. 

But can a business truly thrive with just one? What happens if people recognize your brand but don’t buy, or you have sales without brand loyalty? 

Top brands have figured it out: growth requires both visibility and conversions.

In this blog, we’ll explore the three foundational marketing concepts of becoming a well-recognized brand: ATL (Above-the-Line), BTL (Below-the-Line), and TTL (Through-the-Line) marketing.

If your business aims to enhance its reach and impact, ATL, BTL, and TTL marketing concepts can open up new learning opportunities for becoming a leading brand in your niche. 

But let’s understand the meaning of the Line in all these concepts. 

What is ‘the Line’ and where did it come from?  

In marketing, the concept of “The Line” is used to differentiate between broad-reaching campaigns (Above the Line strategies) and more targeted efforts (Below the Line strategies).

Over time, marketers developed Through the Line (TTL) to bring the best of both worlds together, blending broad outreach with targeted precision.

Here’s an image that would be ideal for you to get a visual of the above explanation:

The concepts of ATL, BTL, and TTL marketing have evolved due to the world of business seeing the marketing trends –

• Going digital: As brands move online, multi-channel marketing lets them combine ATL’s wide reach with BTL’s personal touch.
• Personalization: Today’s audiences crave tailored experiences, so BTL tactics are more valuable than ever for delivering these customized messages.
• Automation & AI: New tech like automation and AI powers TTL campaigns, helping brands connect on a large scale while staying personal.

Together, ATL, BTL, and TTL marketing offer brands the flexibility to meet all kinds of marketing goals—from big audience awareness to individual connections.

From our latest: AI marketing – Transforming customer engagement and ROI 

Moving on to discuss the ATL, BTL, and TTL concepts in detail.

What is Above the Line Marketing?

Above-the-line (ATL) is a marketing approach when you use mass media channels to reach a massive and diverse audience.

Think of ATL as a megaphone for businesses as it amplifies their message on a broad scale using television campaigns, radio ads, and print advertisements.

These mass media advertisements don’t target any specific audience; they try to boost brand visibility and raise awareness across wide demographics.

Further, outdoor advertising, such as transit ads and billboards, is a significant part of ATL marketing, providing high visibility in public spaces.

Here are some of the key ATL advertising channels that top brands use:

ATL’s marketing strategies are powerful in creating instant brand recognition. When brands advertise their product/services on major platforms like national TV networks or popular magazines, they can quickly establish a presence in the minds of millions.

This approach is particularly beneficial for businesses wanting to promote a strong, memorable identity that resonates with a broad audience.

When should a business should opt for ATL?

ATL marketing is a great fit for businesses aiming to reach the masses and make a big splash. It’s especially advantageous when launching new products or repositioning a brand, as it creates rapid, widespread awareness.

Nearly 90% of people in the U.S. watch TV each week, showing that television remains a popular and impactful medium.

So, ATL advertising can bring lucrative results if leveraged strategically. If your target audience is fond of engaging in mass media, you must invest in ATL.

ATL activities are most effective for businesses with a wide appeal, like consumer goods, electronics, or fashion. For example, a tech company introducing a new smartphone model on national TV can quickly create excitement and drive curiosity.

However, ATL marketing campaigns can be costly, so they’re often better suited for bigger companies with substantial marketing budgets. Smaller brands might find more cost-effective results through focused BTL tactics unless the broad exposure is strategically essential for growth.

So, let’s move on to understanding the next marketing approach – BTL.

What is Below the Line Marketing?

Below-the-Line (BTL) marketing focuses on targeted, direct communication with specific audience segments.

Unlike mass media, BTL uses personalized channels like direct mail campaigns and sponsorship events.

This is because the survey reveals that 90% of marketers say personalization makes businesses more profitable.

BTL marketing often utilizes direct marketing strategies to achieve high conversion rates through personalized communication.

These methods allow brands to engage with potential customers individually, often encouraging immediate responses and building deeper connections.

Here are the top BTL marketing channels:

TTL marketing’s biggest strength is its ability to create a unified brand experience by blending ATL (mass reach) with BTL (targeted precision).

For example, a company might launch a national TV campaign to build awareness (ATL) while running personalized social media ads to engage specific customer segments (BTL). This cohesive approach boosts brand recognition and drives measurable engagement, making it especially effective in today’s digital world.

BTL campaigns are highly targeted so businesses can optimize their budgets by focusing on prospects most likely to engage.

Further, the campaigns are also easily measurable, enabling marketers to track performance and optimize their strategies. This approach is ideal for building relationships, boosting conversions, and gathering customer insights.

When should a business should opt for BTL?

Businesses should implement BTL activities to engage directly with specific potential customer groups. It’s especially effective for brands with well-defined target audience segments and a clear objective, such as promoting a limited-time offer or launching a loyalty program.

BTL strategies are commonly used by local businesses, startups, or companies seeking a cost-effective way to connect with consumers who are likely to take action immediately.

Next, we have the integrated marketing approach; let’s see why most businesses invest in this ATL and BTL blended marketing style.

What is Through the Line Marketing?

Through the Line (TTL) marketing is a hybrid marketing model that combines (ATL + BTL) so you can do both – massive reach and targeted messaging.

So, by merging ATL and BTL marketing methods, TTL marketing enables businesses to build awareness and connect with specific audiences through personalized messaging.

We can consider TTL an upgraded model that offers flexibility, making it ideal for comprehensive campaigns aiming to achieve multiple objectives. 

TTL uses a mix of mass media and direct channels to deliver a unified brand message across various touchpoints.

Common TTL channels include the following:

So, you can see that along with traditional media, TTL is very involved in digital marketing channels to build mass-reach campaigns that are measurable and quantifiable sales.

Regarding modern TTL activities, account-based marketing also falls under TTL, which focuses on identifying and targeting specific high-value accounts rather than casting a wide net.

TTL marketing’s biggest strength is its ability to create a unified brand experience by blending ATL (mass reach) with BTL (targeted precision).

For instance, a company might launch a national TV campaign to build awareness (ATL) and run personalized social media ads to engage specific customer segments (BTL). This cohesive approach boosts brand recognition and drives measurable engagement, making it especially effective in today’s digital world.

When should a business should opt for TTL?

Businesses aiming to achieve broad brand awareness and targeted engagement must follow the TTL approach. However, they must ensure that their budget allows them to do so.

Interesting read: The powerful impact of AI in the email marketing landscape

So, as we now understand what ATL, BTL, and TTL marketing are, let’s see some top brands out there using these strategies to achieve their goals of brand building, engagement, or sales conversions.

Examples of successful ATL, BTL, and TTL campaigns 

All these examples highlight how different marketing approaches can be used to achieve various goals, from broad awareness with ATL to targeted engagement with BTL and a combination of both with TTL. 

1. Coca cola’s masterpiece ad

The Coca-Cola “Masterpiece” ad is a prime example of ATL marketing, using mass media to reach a broad audience through captivating visuals and storytelling.

This is an example of an above the line marketing campaign that creatively brings famous artworks to life, connecting them with the Coca-Cola brand to convey refreshment and inspiration.

By airing on platforms like TV and YouTube, this campaign builds brand awareness on a large scale, aiming to emotionally impact viewers while reinforcing Coca-Cola’s cultural relevance and identity as a source of everyday inspiration.

2. Airbnb’s “Live Anywhere” Campaign

This campaign by Airbnb aimed to raise awareness about flexible living options using mass media tactics. It has utilized broad-reaching digital platforms and social media to target a wide audience.

3. McDonald’s Save the Sundae Cone

McDonald’s set up a large billboard in Kuala Lumpur to promote their Sundae Cone, an ATL tactic for broad visibility.

At the same time, they engaged directly with customers by giving away free Sundae Cones and encouraging social media sharing, adding a BTL element. 

This type of experiential marketing strengthens customer loyalty, with studies showing that 70% of consumers feel more connected to a brand after participating in an experiential event.

There’s always discussion about which is better: ATL vs. BTL vs. TTL; the next section will help you decide by seeing the differentiating factors of each marketing approach.

What is the difference between ATL, BTL, and TTL?

ATL, BTL, and TTL marketing vary in scope of reach, budget requirements, audience targeting, and how easy it is to measure results.

Let’s study the difference between ATL, BTL, and TTL marketing are discussed below:

Hope you got the clarity of each type and their unique traits. Let’s take strategic steps to help you choose the best marketing among ATL, BTL, and TTL.

How to choose the right marketing strategy for your business? 

Selecting the best marketing approach depends on aligning your strategy with your business’s needs. 

Here’s how to decide which path to take. 

1. Understand your primary goals 

Are you aiming to spread awareness on a large scale, or do you need to engage a specific audience and drive conversions? 

• ATL marketing might be the answer if your objective is to create broad visibility. This approach works well for brands that want to build familiarity and reach as many people as possible. 
• BTL marketing is better if you focus on connecting personally with customers. It’s about targeted engagement and reaching the right people with a tailored message. 
• TTL marketing offers mass exposure and personalized interaction for those seeking a blended strategy. This choice allows for a flexible approach, simultaneously achieving brand awareness and direct engagement. 

2. Evaluate your budget 

The marketing budget often plays a crucial role in determining the ideal approach for ATL, BTL, and TTL. 

• ATL campaigns typically require significant investment due to the cost of mass media channels like TV and radio. ATL can offer that scale if you have a substantial budget and need widespread reach. 
• BTL strategies are more cost-effective as they focus on specific customer groups. This allows you to allocate your budget precisely, getting more targeted results and higher ROI. 
• TTL marketing provides versatility, as you can invest in broad channels while using digital and direct channels to stay within budget. TTL is a good fit for businesses needing flexibility in their marketing spend. 

3. Consider your audience’s needs 

Knowing who you want to reach will guide you to a comprehensive marketing approach. 

• If your product has broad appeal and you want to reach a general audience, ATL will help you capture attention on a large scale. This works for consumer brands with products that have mass-market potential. 
• BTL is ideal for targeting specific groups with unique needs or preferences. It lets you communicate directly and meaningfully with a smaller audience. 
• TTL marketing allows you to engage different audiences for brands serving multiple segments. This hybrid approach ensures you build a consistent brand image while connecting personally with key groups. 

 4. Assess how you’ll measure success 

Your strategy should align with how you intend to track results. 

• ATL marketing can create brand awareness, but tracking direct impact can be challenging. If your goal is broad awareness, the visibility gained through ATL is often worth it. 
• BTL marketing is measurable, providing insights into your audience’s specific actions and making it easier to refine campaigns based on performance. 
• TTL marketing combines both approaches, giving you a complete picture. You can measure broad engagement through ATL channels and use BTL for deeper insights, allowing you to track various metrics that inform future campaigns. 

Remember, you don’t have to choose just one—often, a mix of ATL, BTL, and TTL can provide the balance needed for a well-rounded marketing approach. 

Salesmate: The constant partner to grow your marketing and sales efforts

Salesmate combines CRM functionalities with marketing automation, enabling businesses to streamline lead management, segment audiences, and send personalized campaigns.

This integration is particularly beneficial for TTL marketing, where maintaining consistent messaging across broad and targeted channels is essential.

Here are the key features:

• Lead Management Software: Track and manage leads throughout the sales journey.
• Auto-Profile Enrichment: Automatically update contacts with relevant data.
• Lead Scoring Software: Rank leads by the potential to prioritize high-value opportunities.
• Campaigns: Target specific audiences with customized email and SMS campaigns.
• Sandy AI: Smart assistant for insights, task automation, and lead recommendations.
• Omnichannel Communication: Engage from one’s platform with built-in email marketing, text messaging, and VoIP systems.
• Automation: Streamline tasks with automated workflows and follow-ups.
• Sales Pipeline Management System: Visualize and manage deals at each stage for easy tracking.
• Analytics: Access real-time insights to improve marketing and sales performance.

There’s more to grow with custom CRM to streamline your business efforts with Salesmate.

Wrap up 

In a world where marketing must reach wide audiences while resonating personally, blending ATL, BTL, and TTL strategies offers a comprehensive approach.

Each has its strengths:

• ATL builds awareness
• BTL fosters targeted engagement
• TTL combines both to maximize the impact

If your budget and resources allow, businesses can create a balanced strategy that builds brand recognition and customer loyalty. Ultimately, the most effective marketing is adaptable, reaching people wherever they are and driving lasting connections. 

Frequently asked questions