BTL

In Western business, BTL means advertising technology that uses less intensive / convincing methods than traditional advertising ( ATL ), and BTL includes direct marketing (direct marketing, targeted marketing) and sales promotion (sales promotion) . BTL usually focuses on direct communication - often using a list of targeted consumers (for example, through direct mail and e-mail) to maximize response rates. The term BTL has recently gone out of use in the West because it has been replaced by an integrated marketing communications approach.

It is believed that the terms ATL and BTL appeared once, when one of the top managers of a large company engaged in the production of consumer goods, when drawing up a marketing estimate, forgot to include mass free distribution of goods there. The line under the estimate has already been drawn up, so he entered additional expense items under the line (“below the line” - English “Below The Line” - BTL. By analogy “above the line” - “Above The Line” - ATL).

The largest part of the budget in advertising often refers to ATL , since the cost of airtime, space (or their equivalents) is very high. Although the general rule is not true, for example, for luxury goods.

The most commonly used working methods:

• various mailings (mail, sms, e-mail and others);
• trade conferences;
• a promotion is a great way not just in words but in practice to show consumers the quality of goods or services. Interactive events aimed at potential customers, involve them in action and make interested participants in BTL campaigns, inspire confidence in a company that is not afraid to show the goods in person.
• viral marketing;
• exhibitions and fairs;
• sponsorship;
• Internet conferencing
• the establishment of multi-stage sales promotion programs;
• corporate event;
• intra-industry event (B2B party);
• development of loyalty programs;
• database management;
• augmented reality technologies.

A significant part of BTL events can be attributed to direct marketing (direct marketing) .

Widespread in BTL are online reporting systems. They help automate routine data collection operations from field personnel ( promoters, supervisors , merchandisers , auditors, mystery shoppers) and bring them together into a single report for the customer. As a rule, such systems allow:

• control field staff through mobile technology;
• quickly receive and verify photo reports;
• Facilitate the compilation of data from different regions;
• to improve the quality of information transmitted from the fields;
• remove a tremendous load from BTL project managers;
• Make the interaction between the advertiser and the agency transparent and increase trust.

Previously, all BTL reporting was done manually using Excel. Gradually, large advertising agencies and advertisers who could afford, began to develop customized software products for themselves. Soon there appeared specialized software products (online systems) that became available for any type of company regardless of size. Modern technology makes BTL more efficient.

Due to the fact that the effect of ATL and BTL is reduced, the term TTL advertising is gradually emerging, which combines both types of advertising.

In general, it should be noted that the boundaries between direct (ATL) and indirect (BTL) advertising are gradually disappearing. This is due to several factors:

• complicating the challenges facing brands;

• the invention of new ways to influence customers;

• the evolution of marketing technology.

Due to this, there has recently been a tendency to move away from dividing advertising into ATL and BTL parts and combining all advertising costs into a single amount. This is how the term “TTL advertising” (Through The Line - across the line) arose, which includes all the tools for advertising the promotion of goods (ATL and BTL).

Speaking of TTL, as a rule, they mean “mixing” several communication channels to deliver a single advertising message, which with proper planning becomes a weighty argument. In essence, this term is an analogue of integrated marketing communications , when the techniques are used together to enhance the effect and overcome the disadvantages inherent in each of them individually.

It is precisely the possibility of combining the wide coverage of the target audience (using ATL advertising methods) and individual contact with the consumer (using BTL advertising methods) is the key advantage of TTL communications.

TTL communications are especially relevant for the FMCG segment - the oldest and most competitive market. A classic example of TTL activity in this market is the traditional “prize under the hood” promotion.

More complicated mechanics of the multi-channel process of influencing the target audience is also possible: the consumer watched an advertisement, tried the product in a store, went into the park for a children's party organized by the same company, saw a billboard on the street, bought three packs of the product, cut out a bar code, sent it to specified address and won a valuable prize ^[1]

• Dictionary of Marketing Terms
• BTL Articles

• J. Burnett, S. Moriarty. Marketing communications integrated approach. - SPb., 2001.

• ATL (advertising)