Effectiveness of Atl and Btl Advertising Essay Example

ers find these Ads to be effective or not. To increase their market share, many companies employ different promotional activities. These activities can be broadly categorized into two groups: 1) Above the line (ATL) or Mass Promotional Activities. For example,

Ads on television or the internet, print media, banners, etc., and below the line (BTL) or personalized/direct marketing such as tele-calling and promotion via mailing are all ways in which companies spend large sums of money to promote their brand, create brand awareness, market their services, increase sales, and capture a larger market share. Therefore, it is essential for businesses to understand the effectiveness of various media channels and invest in those that prove to be highly effective. The research objective was to analyze the effectiveness of these promotional activities utilized by entrepreneurs and other companies.