The most frequent advertising campaigns

The most frequent advertising campaigns that I notice in everyday life is sponsorship of a «Pari match» that can be attributed to BTL marketing, because Sponsorship is a partnership with different corporates or events to get more impressions and is usually carried as a part of brand building strategies at a BTL level.

ATL strategies focus at directing the communication towards the mass market. All promotional messages are untargeted, meaning they do not focus on a specific target group. The idea behind this is to inform customers about the availability of the product. Marketers seek to encourage customers to visit stores and actively seek the product. These strategies help companies reach a larger audience and create brand visibility. For example all advertising that are used on television, printed media which are promotional messages in newspapers, online articles and advertisements.

TTL advertising involves an integrated approach where both ATL and BTL strategies are combined. The objective here is to get a holistic view of the market and communicate with customers in every way possible. Considering that both ATL and BTL activities are used here, all TTL strategies lead to better brand visibility and brand recall. The best example in my opinion could be digital marketing (online banners and buttons, social media posts, blog articles) that we can see in any site every time we use our cellphones.