Business - Promotional Strategies

Above the Line Promotion (ATL) & Below the Line (BTL) & Through the Line (TTL)

Promotion: Definition

inform and persuade customers to buy a product

• advertising, sponsorships, sales promotions, and personal selling

Effective promotion will increase product and brand awareness and image

Above the Line Promotion (ATL): Definition

aimed at mass or large audiences, not targeted

• TV, radio, newspaper, magazines, advertisements

TV Advertising (ATL) 📺

visually stimulating commercials reach national audiences

Pro: ✅

• High impact that can be memorable and engaging

• Lots of exposure, reach a large audience

• Drive brand awareness and establish a positive brand image

Con: ❌

• Most expensive form of ATL promotion

• Consumer media choice renders promotion less effective than in the past.

Ex: Global automakers advertising new car models

Newspaper Advertising (ATL) 🗞

utilizes printed advertisements in newspapers, including classified ads, display ads, and inserts

Pro: ✅

• Volume of information, customers can refer to it multiple times

• Maret segmentation by socio-economic groups

• Wider reach through online newspaper options

Con: ❌

• Weak visual impact

• In long-term decline, many newspapers are moving papers online

Ex: The Wall Street Journal targets higher-incomeMagazine advertising 📰 business readers so it’s more likely to advertise luxury or financial products

Magazine advertising 📰

utilizes printed advertisements in magazines, including display ads

Pro: ✅

• Highly segmented, defined target audiences

• Magazines match personal interests of buyers

• Psychographic segmentation

• Durable, kept for weeks and may be passed to friends

• Viewed multiple times by different people → increases potential reach

• Color imagery can be effective and eye-catching

Con: ❌

• Static imagery, lack of movement may make it less effective than digital media

Ex: Fashion magazine buyers may be interested in Vogue

Radio advertising (ATL) 📻

practice of purchasing ad spots on popular radio stations to promote your products and services

Pro: ✅

• Useful for local promotions for sole traders and small businesses

Con: ❌

• Audio rather than video → Impact of radio tends to be low

Ex: A small car repair shop looking for local customers

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