Most marketing briefs eventually arrive at the same question: should this go on air, or on the ground? The answer depends on what the campaign has to achieve.
Above the line: reach
Above-the-line (ATL) marketing uses mass media — TV commercials, radio, newspapers and billboards — plus public relations and branding. It is built for reach: telling a large audience who you are and what you offer, and shaping how the public sees your brand.
- Best for: launches, repositioning, national awareness.
- Channels: TVC, radio, print, outdoor, PR.
- Strength: many people see the message at once.
Below the line: contact
Below-the-line (BTL) marketing is direct and targeted. Experiential marketing, events, roadshows, roadside promotions, direct sales and outlet branding put the brand in front of specific people, where they live and shop.
- Best for: trial, conversion, trade presence, regional pushes.
- Channels: activations, roadshows, events, field sales, outlet branding.
- Strength: people can see, try and buy on the spot.
Why the strongest campaigns use both
ATL makes people aware; BTL turns awareness into action. When the TV advert, the billboard and the roadshow carry the same message, each makes the others work harder. Planning both together also avoids the common gap where a national campaign launches before the product is visible in outlets.
Questions to ask before you brief an agency
- Is the goal awareness, trial, sales or all three?
- Which regions matter most — and is Zanzibar included?
- Does the product need to be seen and tried to sell?
- Are distributors and outlets ready for the demand the campaign creates?
Onset runs both ATL and BTL, alongside field force automation for the teams selling in-trade. If you are weighing the mix, send us a brief and we will recommend one.
