When a company makes a new product, the first thing which comes in their mind is that how to communicate their products or services to customer or consumer. Advertisement introduces & communicates products/services to a large population. It plays a very important role in placing a new product in the mind of customers.
We can divide the advertisement into two parts i.e. above the line advertisement and below the line advertisement.
Above the Line (ATL) advertisement is used to communicate the message to a large population. In this way, same message is given to entire population irrespective of their income, age, gender, location and because of this; it is called impersonal in nature. In this way it might happens that your message is not received by the particular group which might be your target customer. Example of ATL ads are the ads on TV & radio.
Only by using, above the line advertisement, a group of target customer might be missed by companies. So, these days, companies are also taking interest in Below the Line (BTL) advertisement. They have increased their spending on BTL ads. This is a personal way to communicate the message to different group of people in different ways according to their income, age, gender, location etc. Examples of BTL ads are the ads on hoarding of buildings, banners in the malls etc. Different industries such as banking, insurance, FMCG has also hired a lot of sales professionals to communicate the product to customers according to their needs & requirements
In this way, companies spend a lot of money on the above two type’s advertisement to attract more & more customers towards their products as, we all know that in today’s scenario, Customer is the king. They have more options available in the market.