4As / ATL / BTL
如果以廣義作為解釋，ATL即above-the-line，泛指廣告。BTL即below-the-line，則是其他salesforce以外的傳訊工具。ATL的廣告是需要付費購買的，包括電視、報紙、雜誌、戲院、電台、戶外廣告板等；而BTL則是一些銷售宣傳品，或公關宣傳等。 也有以目標受眾 (target audience) 作為解釋。ATL為mass audience (大眾)，BTL則為medium(媒體)。例如商店顧客、經過某地的人、在指定地點的住戶、從事某類型工作的人等。所以Point of Sales Materials (POS 店內宣傳品)、直銷郵件 (DM/ direct mail)、傳單 (handbill)等都屬於BTL。
但當online出現後，這條line就難以定義。現時廣告公司無論ATL和BTL的工作，都以fee based作為收費模式了。加上很多新廣告模式如鱔稿 (advertorial)，產品包裝(Packaging)，brand building中的CI (corporate identity)對公司形象及品牌建立也甚為重要，事實上也難以分類。所以現時有些公司會用上TTL (through-the-line) 字眼，泛指所有這些宣傳工也具。加上CRM (customer relationship management)也開始備受重視，marketing市務人過去重ATL而輕BTL的情況已經轉變，而新的宣傳手法已非單純的ATL和BTL，而趨多元化了。
Today we are going to share with you some basic advertising knowledge. Most of you hear of 4As, ATL and BTL in advertising industry. Do you know what is ATL (above-the-line), and what is BTL (below-the-line)?
In Micro definition, ATL refers to advertising, while BTL referes to other than salesforce communication tools. ATL advertising refers to the paid advertising, including television, newspapers, magazines, theaters, radio, outdoor billboards, etc.; and BTL refers to the publicity materials or Public Relations.
If you define from audience aspect, BTL refers to media, such as segmented customers, designated location of the household, people who are engaged in a specific jobs. In such, Point of Sales Materials (POS in-store), direct mail (DM / direct mail), leaflets (handbill) etc. are BTL.
ATL Marketing Definition: Above-the-Line Marketing - widespread brand-building advertising
BTL Marketing Definition: Below-the-Line Marketing - highly targeted direct marketing focused on conversions
TTL Marketing Definition: Through-the-Line Marketing - integrated ATL and BTL marketing campaigns
The line is now becoming blur
Nowadays is the online era. The "line" is getting blur and difficult to define. At present, many advertising companies charge on fee based. New format of promotions like advertorial, product packaging, CI, CRM (customer relationship management) are also important to the company's brand image. So, many companies use TTL (through-the-line) to name their services. The new tactics are not only ATL and BTL and even more complicated.
Welcome to contact us if you wish to know more for your next promotional projects.