Professional Documents
Culture Documents
Made by:
Name
Roll No.
Rishav Kumar
156/2015
Saurabh
Prabhakar
157/2015
Neha Goel
158/2015
Akshay Sharma
159/2015
Akshay Mann
160/2015
FLOW OF PRESENTATION
Marketing
Introduction to ATL, BTL & TTL marketing
Above the line marketing
Below the line marketing
Through the line marketing
Case Study
Conclusion
References
MARKETING
Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering and exchanging offerings that
have value for customers, clients, partners and society at large. American Marketing Association
Importance of Marketing:
Promotes product awareness to the public.
Helps boost product sales.
Builds company reputation.
ABOVE
THROUGH
BELOW
CASE STUDY
Honda is Honda
Campaign
AIM:
TARGET MARKET:
Rural India - Association with Pankh
ATL:
BTL:
TV Commercial (Hindi)
aimed at both urban &
rural customers.
Drawback: No access to
TV and no scope for
touch & feel of the
product.
CONCLUSION
ATL is used to create brand
awareness of a product.
BTL is used to target at individual
level and mostly used to enhance
sales.
TTL is a strategy that allows brands
to engage with customers at multiple
points, hence enabling an integrated
communications approach.
REFERENCES
http://www.slideshare.net/UmanandaM/atl-and-btl-advertising
http://www.revenuebuilderblog.com/2013/10/atl-btl-ttl-marketing.html
http://www.theadvertisingclub.net/index.php/features/editorial/3256-differ
ence-between-above-the-line-and-below-the-line-advertising
http://businesscasestudies.co.uk/kia-motors/using-sports-marketing-to-e
ngage-with-consumers/above-the-line-and-below-the-line-promotion.html#a
xzz3e8NDcKx7
http://www.slideshare.net/gajjellishivaprasad/marketing-ppt-7795664
http://www.startupfreak.com/what-is-atl-btl-and-ttl-marketing/
http://www.slideshare.net/ssalmanhussain10/marketing-and-how-atl-and-bt
l-activity-relate-to-marketing-mc-presentation-30727949?next_slideshow=
1
http://marketingabhaysuman.blogspot.in/2008/11/atlbtlttl.html
http://www.ruralwheels.in/news/2015-01/atl-or-btl-for-rural-india/
http://www.allaboutoutdoor.com/news/News_Details.aspx?Id=3951
http://
www.indiantelevision.com/mam/marketing/brands/honda-unleashes-wave-20
-of-its-business-expansion-140719