Atl btl marketing examples. BTL - what is it? BTL advertising - what is it? The main advantages of BTL advertising. Calculation of the effectiveness of BTL promotions

Product promotion does not always require a variety of marketing communications. To bring sales to a new level, it is enough to determine for yourself just one way that is most consistent with the tasks set.

ATL advertising

The literal decoding of the abbreviation ATL in English means above the line - above the line. This category includes all types of advertising that we encounter most often: outdoor and indoor advertising, audio and video advertising, radio, TV and cinema advertising, all commercial information in magazines and newspapers, as well as advertising on transport and on the Internet. .

With all the indisputable and well-deserved popularity of ATL advertising, each medium has its pros and cons. But a lot depends on the specific target audience, so you need to take into account the shortcomings, but with well-placed priorities, potential profit can transform any minus into a plus. Let's take a closer look at a few examples.

Internet advertising

Clear benefits:

an advertising banner can be placed on sites for a long time;
in terms of cost - one of the most affordable types of advertising;
the ability to place on your own website any number of advertising information and presentations;
contextual advertising will always help to increase efficiency.

Flaws:

it can be difficult for the user to make a choice due to the huge competition among offers;
an overabundance of advertising banners leads to the fact that most users simply ignore them or install ad blockers;
due to frequent cases of fraud, an impressive percentage of the audience is very distrustful of online purchases.

Advertising in newspapers and magazines

From the pros: you can always focus on a narrow target audience, the read information is remembered much better, unlike the perceived by ear, the textual presentation is as informative as possible, and the reader has the opportunity to slowly analyze the proposed information and make an informed decision.

At the same time, there are a number of disadvantages, including: fragility due, as a rule, to the short period of storage of a newspaper or magazine, often a very weak level of reader attention to advertising blocks, and in some cases low quality paper or related illustrations.

Radio advertising

The availability of radio is ubiquitous and does not always frankly interfere with business, therefore, by posting a video on rating radio stations, you can massively reach several categories of audience at once. With the help of the radio, it is easy to create a certain atmosphere of solemnity and special relevance, as well as quickly and simply, if necessary, you can make adjustments to the video.

The disadvantages of radio as a carrier are the inability to reinforce the information with a video sequence, a large number of commercials on the air, which significantly dulls the listener's attention, and the fact that the sounded information is very easy to forget due to its fleeting nature.

TV advertising

The indisputable advantages of this carrier are expressed in the possibility of:

mass coverage of the audience;
supplementing the informational content of the video with bright visual effects, making it as memorable as possible;
influence on the subconscious of the viewer, his emotions and feelings;
demonstrating the practical benefits of the acquisition.

Of the minuses it is worth considering:

the high cost of producing a high-quality video and, moreover, airtime;
the intrusive nature of television advertising, which annoys the viewer and forces them to change channels;
the lack of the desired result if the product or service is intended for a narrow audience.

Outdoor advertising

Outdoor advertising, if desired, cannot be turned off or thrown away, and the effectiveness directly depends on the frequency of contact, which is achieved by a minimum placement period of 1 month. In combination with other types of advertising, it is particularly effective.

The disadvantages include the following facts:

Pedestrians practically do not pay attention to the media placed above the level of the head, if the information is not additionally accompanied by a sound or light effect.
Works more simply as image advertizing.
Under the influence of atmospheric precipitation, the image quality may be significantly reduced.
The time of contact with a potential consumer rarely exceeds 6-7 seconds.

Advertising BTL

Below the line - under the line - a category of non-traditional advertising methods that continues to gain momentum. Unlike several aggressive methods ATL advertising, BTL communications work much softer and with an emphasis on direct contact with the consumer.

Significant advantages are the stimulation to instant purchase and the combination of simplicity with creativity in the presentation of the advertising message. Based on the results of sales after some events, you can conduct a quick analysis of the effectiveness, and individual marketing significantly increases the loyalty of each customer, not only "here and now", but also in the future.

Of the minuses of BTL, it is worth mentioning tangible costs in case of unsuccessful project implementation, insufficient qualification of performers or inept use of btl-tools. Disappointment is not ruled out against the backdrop of inflated expectations with real results. The root of the problem is the periodic lack of full-fledged mutual control between the performers and close interaction between the performers and the customer, which ultimately affects the effectiveness of the project. Sometimes a company even earns a negative reputation if it frankly overdid it with a creative presentation.

Examples of BTL advertising

Gifts for purchases, flash mobs, promotional forms, presentations, tastings, advertising at points of sale, sponsorship, open days, exhibitions, polls and questionnaires, various corporate events distribution of booklets, flyers and leaflets, personal selling, win-win lotteries, merchandising, sample distribution, concerts and festivals tied to the promotion of a particular product, press conferences and seminars.

TTL advertising

Increasingly, the promotion process requires combining ATL and BTL advertising into a single complex. This combination allows you to focus on a specific target audience as clearly as possible and distribute the advertising budget as rationally as possible. The technique is called TTL advertising, which means - through the line - through the line.

BTL tools

Sales promotion. One of the most important components of BTL advertising. Direct inducement to purchase occurs through individual consultations, distribution of free product samples, tastings, events at exhibitions, various drawings, promotions and quizzes, gifts for a perfect purchase.

This also includes events focused on trade and commercial representatives, wholesalers and merchants. These are various bonuses and discounts, joint promotions of the manufacturer with sellers, product presentations, conferences and seminars. For sales personnel are introduced bonus programs, professional competitions and the "Mystery Shopper" methodology is used to test the assessment of the effectiveness of motivation. Thus, the complex solves the problem of stimulating primary and repeated purchases, and increasing the frequency of consumption of a product or service.

Public relations. Public relations (PR) in BTL is a detailed and carefully planned systematic action to form a positive image of the manufacturing company. Of course, with the expectations of choosing exactly her product against this background.
Direct marketing. Still one of the most effective ways sales to date, thanks to the direct contact of the seller with the buyer. Communication takes place by direct mailing of information to representatives of the target audience, provides for feedback and is not used by information intermediaries.
Personal selling. Direct contact with a potential buyer, during which different techniques of influence are used. By properly building communication tactics, you can get an instant response, find out the requirements for the product from each client and consistently retain regular customers.
Special events. Event marketing in indirect advertising is considered as essential element. One of the primary reasons for this is that the potential buyer is given the opportunity to directly familiarize himself with the products in an environment that is ideal, according to the manufacturer. In addition, the presentation of information in a bright entertaining form is absorbed and remembered much better, thanks to the most positive emotional coloring.
Sales promotion aimed at consumers. This category includes free distribution of product samples, win-win lotteries and themed contests, refunds to the buyer if the product quality is not satisfied, loyalty programs designed for a long time, variations with discounts on goods and diverse gifts from the store for the purchase.
Sales promotion aimed at intermediaries. Direct motivation of trade participants involved in the chain of bringing products to the end consumer is implied. It's all kinds competitive programs among dealers, manufacturer compensation in the form of trade coupons for retailers, and dealer purchase premiums.
Distribution of promotional products. The promotion and positioning strategy is successfully implemented with the help of wobblers, price tags, boxes, dispensers, stickers, flags, cup holders, special packaging, shelf talkers, promo stands, mobiles and stoppers. This also includes souvenirs: notebooks, postcards, magnets, bookmarks and key rings, which are sold at the point of sale.
Merchandising. Attracting the attention of the buyer to the brand or the finished product with the help of a special design of the point of sale, advising buyers and laying out products according to a certain scheme. All together presents the product in a more favorable light, provides maximum concentration of the buyer's attention and, as a result, significantly increases the likelihood of a purchase.

Instructions for conducting a BTL promotion

Explore yours in detail target audience. Focus on the results of opinion polls and surveys, reviews and discussions on forums or social networks, watch customers at points of sale.
Estimate the actual costs of the event. When budgeting, do not forget about the need for highly qualified performers, a certain number of free product samples, the exact amount of printing materials, the cost of rent and a presentation stand.
Decide on the type of BTL promotion, starting from the primary goals of the company.
Think about the best place and time.
Select a contracting agency to organize the action.
Establish clear rules for the event. Of course, these rules should be based on primary goals and lead to increased brand awareness and sales growth.
Objectively evaluate the potential effectiveness. The evaluation criteria here are: the degree of costs in comparison with the income received from the action, the overall profitability and the period of full payback of the action.

How profitable are BTL events on the Internet

Conducting a BTL campaign online means significant budget savings. The main costs include only web design, website creation and promotion, mailings and advertising on the Internet. All work on attracting, registering and collecting the database takes place automatically and excludes the involvement of a call center, the employment of supervisors and merchandisers.

Instead of a whole group, one person copes with the task quite well. The budget should include only the costs of developing the idea and creating a website, attracting the target audience to the action through Internet marketing, providing advertising support and purchasing prizes. The ratio of efficiency to low costs more and more often allows BTL to seriously compete on the Internet with traditional ways carrying out the action.

Not really

V Lately more and more merchants prefer to use ATL- and BTL-technologies in order to increase awareness of one's products or inform about a new product, switch the consumer from a competing brand to one's own, maintain the brand's image, increase sales, etc.

Abbreviation ATL stands for above the line, which in English means "above the line", a BTL stands for below the line, i.e. "under the line".

There are several versions of the appearance of these terms. One of the most common is that once, when planning their advertising budget, a company Procter & Gamble calculated everything that fixed assets were spent on (television, radio, outdoor advertising, press) and, drawing a line, signed the figure below, which remained from this budget. However, later employees remembered the free distribution of product samples, the provision of a discount system, sponsorship, competitions, etc., which were listed under the line below the line.

Another version is that the term BTL was introduced by a Romanian trainer who, having emigrated to the United States to somehow make ends meet, began to work on the distribution of free samples of cosmetic products. He compared his work with the incentive feeding of large predators, as a result of which their location and submission are achieved. He interpreted BTL how between the lions ("between the lions"). When this allegory reached the head of the company Procter & Gamble, for which the trainer worked, he softened the term a little and introduced it into the marketing lexicon.

According to TNS Gallup Media in countries Western Europe and US share BTL in the total volume of advertising approaches 70%, in Russia it is significantly lower, but, nevertheless, with the growth of the Russian advertising market by 25% per year market BTL- services grows by 35%.

Terms ATL and BTL have taken root in Russia and are widely used.

TO ATL refer the following types advertising: TV and cinema advertising, radio advertising, press advertising, outdoor and transport advertising, as well as advertising on the Internet. All other advertising methods are classified as ATX technologies.

direct advertising on television- can be in the form of TV commercials (blitz clips and expanded commercials), reportage, plot, teletext, ticker, announcer announcement;
sponsorship- TV advertising integrated into the program in the form of advertising screensavers, logo placement, etc.;
product placement - the organic introduction of TV advertising of a product into the plot of a film (or any product of the entertainment industry);
TV screensavers– a still image without sound that appears for a short time;
report/interview;
self transfer(WP product).

The main volume of advertising is placed in the news (watched by 80% of the population), television series (45% - the audience is mainly pensioners and housewives), sports programs (40% - mostly male audience), music programs (25% - youth audience). According to the rating of TV channels, the top five are: Channel One, Russia, NTV, STS, TNT.

Screen advertising uses video clips as media, which are commercials shot on a video camera and movie clips, in the production process of which film equipment is used. According to ACAR experts, in 2013 the share of advertising on screens of cinema halls amounted to 87% of all advertising revenues in cinemas, and advertising sales brought cinemas 1.3 billion rubles.

radio commercial in the ad block. During the purchased time, from 10 to 60 seconds, an advertising video provided by the advertiser is broadcast in the commercial break, program or break between programs;
sponsorship of a radio program. The sponsor pays in whole or in part for the program broadcast by the radio station, as a result of which he receives for this a certain amount of time to place his advertising;
radio sponsorship. The Sponsor pays all expenses for the purchase of broadcasting rights and its provision technical support, receiving in return a certain time to place their advertisements. These are usually prestigious reporting programs with predictably high ratings, such as sports matches;
dot radio advertising. The advertiser buys time for the broadcast commercial(or the right to some special form of being mentioned) in one specific program (for example, in a weather forecast) outside the general advertising block;
mention. Single or multiple mention by the host of the program of the name of the advertiser and (or) the object of advertising;
studio interview. Thematic interview of an informational and advertising nature, which the host of the program takes from the advertiser;
radio announcements. Advertising information, which is read out by the announcer in the advertising information block;
radio magazine. Thematic radio broadcast of information and advertising character.

In addition to words and music, more general factors influence the effectiveness of radio advertising:

the format of the station and its conformity with the style of the video and the advertised product;
airing time;
sound duration;
"framing" the audio spot with another advertisement, music or message;
audio spot structure;
text characteristics;
originality of the video, emotional impact.

TO press (advertising in the press) includes all periodicals (newspapers, magazines, reference books). Press advertising takes two forms: advertisements and articles. Advertisements include different kinds modular, inline, classified, nested advertising, and articles (advertising publications) include various articles, reports, reviews that carry direct or indirect advertising.

Advertisements are designed to pique the interest of readers and encourage them to request more detailed information about the advertised goods/services, and the articles popularize the goods/services, contain both direct and indirect advertising. Advertising media are: newspapers, magazines, consumer publications and reference books.

The effectiveness of advertising in the press is the result of a large number of factors, including: circulation, sales volume, quality characteristics readership, distribution region, periodicity, etc.

advertising should be "striking". This means that a person who is under the constant influence of a variety of advertising should pay attention to your medium;
advertising must be memorable. It is important to create an image that a person will carry in himself, and at the slightest reminder he will recreate it.

tablets and shields;
light screens (creeping line, neon), light boxes, etc.;
electronic scoreboards;
signs (at the entrance and corner);
roof installations;
volumetric letters;
pillars;
standers, etc.

Advertising on transport - this is accommodation on municipal public transport: buses, trolleybuses, trams, as well as fixed-route taxis, mobile billboards, corporate transport, suburban trains.

inside saloon advertising tablets in public transport;
outdoor advertising tablets, drawings and inscriptions on the side, rear and front parts of the transport;
station posters, at stations public transport and around them (for example, at metro stations);
airborne advertising (the rise of advertising balloons, airships, helicopters), scattering advertising materials from aircraft, advertising flights.

Advertising on transport can be created different ways with full or partial painting and sticking with stickers vehicle: application, airbrush painting, electrostatic and inkjet printing, silk screen printing, polygraphy, combined painting with application.

Internet advertising - These are various advertising materials posted on the Internet. Real-time information exchange, and availability feedback make the Internet an effective advertising tool in terms of the quality of contact with the consumer.

Advertising on the Internet has a two-stage character. The first link is outdoor advertising. These are the so-called banners and text blocks placed on thematic and popular sites. Such online advertising is called passive because it is not controlled by the user. This is its similarity with advertising in print media. However, as soon as the user clicks on the banner or advertising link, he receives a demonstration of the second advertising link. These advertisements are called active because their viewing is the result of a deliberate action by the Internet user.

Modern trends in the development of online advertising:

media advertising - placement of text and graphic advertising materials on websites that are advertising platforms. Typically, display ads take the form of banner ads;
video hosting - these are sites that allow you to download and view videos in a browser, for example, through a special player. Seven popular video hosting sites: YouTube, RuTube, Vimeo, Yandex, Smotri.com, Dailymotion, Mail.ru;
mobile advertising– text ads are broadcast to users of mobile devices, in accordance with the target settings of the advertiser. Types of mobile advertising: sending promotional messages using a short text messaging service SMS; distribution of advertising MMS-messages; advertising placed in mobile Internet: on the WAP-sites, on mobile versions sites, or implemented with the complicity of operators cellular communication inside any site; placing ads inside applications and games for smartphones;
blogs– are websites to which entries containing text, images or multimedia are regularly added. The server presents the information as a sequence of messages, placing the most recent messages at the very top. The structure of the collection resembles the usual sequential structure of a diary or journal;
teaser ad- placement of text and graphic advertising materials (teasers) on websites that are advertising platforms. This type of Internet advertising combines the features of media, text and contextual advertising and is a short advertisement with intriguing text and an attention-grabbing image that contains some information about a product or service and a hyperlink that refers to the source of targeted advertising;
social networks is a platform, online service or website designed to build, reflect and organize social relationships, visualization of which are social graphs. Placement of advertisements in in social networks occupies an ever-higher position in the advertising market. First of all, this is due to a huge audience, which is covered at relatively affordable prices. For example, the VKontakte website has an astronomical number of registered users (more than 110 million people);
contextual advertising- placement of text and graphic advertising materials on websites that are contextual advertising platforms. Contextual placement of Internet advertising is based on the compliance of the content of the advertising material with the context (content) of the Internet page on which the advertising block is placed.

Depending on the ad format, contextual advertising can be text, banner and video ads:

text. As an advertisement, plain text with a hyperlink (open or formatted as a text fragment) is used;
banner. Here, the advertisement is based on a visual image. The banner can be completely in the form of a picture or a picture with accompanying text and a link;
video advertising. As an advertisement, a specially prepared video is used, which also contains, as a rule, a hyperlink.

Traditionally BTL includes sales promotion, merchandising, event marketing and auditing retail, during which the assortment of products in retail stores is checked, its layout, advertising design, price order, etc. Although many experts often mean by BTL all marketing activities (including PR, direct marketing, product placement, etc.) with the exception of media advertising.

According to Russian classification BTL includes:

sales promotion among consumers, personnel and resellers;
merchandising;
direct marketing (mailing lists, television marketing; SMS- mailing; interactive marketing, etc.);
event marketing.

One of the main components of BTL is sales promotion.

Sales promotion is "a marketing communication tool that uses a variety of incentive techniques on consumer and sales audiences to elicit specific measurable actions or reactions."

Sales promotion activities can target buyers, resellers and sales personnel.

1. Through activities aimed at the buyer ( consumer promotion), the tasks of encouraging to make a trial purchase, stimulating repeat purchases, increasing the frequency of consumption of a product (service) are solved.

consumer promotion includes: consulting and advocacy, sampling(free sample of products or promotional materials), tasting, distribution of leaflets, work at exhibitions, sales promotion (draws, quizzes, "gift for purchase" promotions).

2. Activities aimed at resellers, commercial representatives, wholesale buyers and sellers ( trade promotion) help stimulate sales, accelerate turnover and increase sales by activating the work of the commodity distribution network. This direction includes such events as conferences, seminars, holidays, product presentations, joint promotions of manufacturers and sellers, bonuses and discounts, etc.
3. Measures to stimulate sales staff include: evaluating the effectiveness of the motivation of sellers, for example, using the methodology Mystery shopp ers("Mystery Shopper"), professional contests, bonus systems, etc.

Merchandising is a set of measures to promote goods through the points of final consumption. The main task of merchandising is to attract the attention of the buyer to the product or brand directly in point of sales ( P.O.S..) – points of final acquisition.

Merchandising includes displaying products in trading floor, registration of points of sale with promotional materials and consultation of sales personnel.

According to statistics, consumers make 2/3 of all purchasing decisions directly in front of a shop window or counter. And if the purchase of a certain product is planned, then seven out of ten buyers make a choice of a particular brand, again on the trading floor.

Merchandising allows you to present products more profitable than competitors' products, focus attention on them and stimulate a purchase.

Direct marketing (direct marketing ) – impact on a specific audience in accordance with the database compiled by the order of the advertiser, or by himself, or receiving feedback from a specific consumer. The essence of the method is to personalize the advertising message.

In recent years, more and more direct mailings have been used. e-mail. Mailing lists are considered legal (not spam) when consent is received from the addressee in one form or another to receive information.

Event Marketing (event marketing ) is an event aimed at promoting brands, services and companies through bright and memorable events. Programs of events are developed individually - these are:

presentation, opening ceremony;
festival, fair, holiday;
meeting, round table, conference, seminar;
anniversary, anniversary;
open day, company tour, etc.

Other types of event marketing are:

special programs for promoting goods and services as part of a show event (show marketing);
sponsorship of a specific sports team, which can be both financial and in the form of providing the team with its products or services (sports marketing);
organization of lunches, receptions and service during special events (catering).

To the benefits BTL relate:

the ability to influence the consumer directly at the time of decision-making;
focus on a specific person;
getting a quick result;
creating incentives to make repeat purchases, etc.

BTL- events can be carried out independently or with the help of an agency, in the absence of appropriate specialists from the enterprise. The choice of agency can be divided into several stages:

1) the specialization of the agency and its reputation should be determined;
2) it is necessary to study the cost of services offered by the agency;
3) you need to ask the agency to provide some guarantees for the performance of work. For example, by providing a small package of services in advance.

After a detailed study of the agency and under favorable circumstances, a contract is signed and direct work begins on the development BTL-events.

It should be borne in mind that ATL- and BTL-technologies are completely different communication tasks. Usually, ATL-advertising is not designed to increase sales of goods, its task is to inform, inform, form recognition, etc. If the company sets the marketing communications system the task of stimulating sales, then it is more appropriate to use the system BTL-technologies.

URL: marketingmix.com.ua
There.
URL: akarussia.ru/knowledge/market_size/id4044
URL: adindustry.ru/radio-advertising
URL: marketingmix.com.ua
Burnett J., Moriarty S. Marketing communications: an integrated approach / per. from English; ed. S. V. Bozhuk. St. Petersburg: Peter, 2001.

Advertising classification

Often advertising on the Internet is not divided into ATL and BTL, but is considered only as ATL. Apparently, this position is erroneous, since there is also traditional (for the Internet) advertising on the Internet, and not traditional.

BTL to the Internet

Few people know that Leo Tolstoy wrote his works in ink "Max Factor".

folklore

essence

This group of advertising methods is reduced to the creation of interesting information material that contains hidden or open advertising. So much interesting that the consumer has a desire to introduce this material to other people, as a rule, members of the same communication group. “Infecting” the consumer in this way, the number of advertising contacts grows “like an avalanche”. The second aspect is in direct communication (communications) with the consumer of advertising, while he becomes an active participant in advertising campaigns.

Strategy examples:

Resource	Strategy
Forums	Creating topics on the forum, starting discussions Writing responses to any related topic Maintaining discussions
Blogs	Writing articles in the first person, expressing the author's personal attitude to the Brand, organizing a discussion Writing comments on a related topic of other blogs Discussion control
Video and similar services	Placement of interesting video material, with the possibility of its distribution by everyone Video discussion control
	Create interest groups Attracting new contacts Interest support

pros

Possibility of explication, conveying information about a product or company to the final advertising consumer (reader) in a relaxed manner. The possibility of implications, using special stylistic, phraseological, slang turns; opinions of "authority" and other methods. The possibility of viral advertising - self-distribution (without the participation of the advertiser) of advertising and information material, as an information-attractive object (clip, anecdote, article, aphorism, etc.), which contains hidden or open advertising.

Minuses

As a rule, the advertiser does not have control over where his material is published. There are options where the publication can be discussed, and the course of the discussion is not controlled. Thus, there may be options for the transition of advertising campaigns from advertising to anti-advertising. It is also worth noting the complexity of creating and calculating a media plan.

Economy

Predicting CPT (the cost of 1000 advertising contacts) is difficult - due to the uncertainty even of the a priori indicator of "viral" infection per share of invested funds. An empirical study conducted by the Marketing Department of the Ad Exchange F SEWT shows that on average* EBTL = 9% at CPT = 5320.

The study used the following data:

The cost of creating a group in the social. Networks and active involvement of the target audience - from 7000 rubles. – 1000 advertising contacts with target audience.

Viral spread indicator: increase of 24% of the entire CA.

CPT=7000 rubles. - (7000 * 24%) = 5320 rubles (here it is equivalent to the cost of CPM)

Number of active views CTI=9%**

Cost per view СPAv (cost per act (view))= CPT *100% / 1000 * CTI

CPAv \u003d 5320 * 100% / 1000 * 9% \u003d 59.11 rubles

E BTL = 9% (at s=5 320)

* On the concept of efficiency, see below

conclusions

The most important thing in BTL advertising is the spontaneity of the advertising effect and complete unpredictability. But if you "guess" the tactics of psychological impact, you can get the maximum effect at minimal cost.

General characteristics: "Bet on Zero".

ATL to the Internet

"This marketing campaign was supposed to inspire us to think outside of traditional structures,"

About ATL and BTL,

Tom O'Brien, Procter & Gamble.

ATL Internet - this group represents the standard proven methods of advertising, usually banner advertising, search engine promotion, contextual advertising, publishing networks and, relatively new way, video advertising (video fields).

pros

Predictable result, the risk is minimized. Many advertising services to automate the placement of advertising materials. Ability to estimate the required budget for a given result.

Minuses

The creativity of promotional materials and methods is limited. A small chance of getting better results than the standard indicators for this type of advertising.

Economy

As a rule, the dependence of efficiency* on costs - EATL changes according to a linear law. The average CPT** for online advertising is 5,475 rubles, and the average CTI** (active view rate) is 8%

E ATL = = 8% (at s=5475)

** Based on data from the Advertising Exchange F SEWT

conclusions

As can be seen from the example, the effectiveness of standard advertising is quite acceptable and, most importantly, predictable, which is important when calculating advertising costs and evaluating the result.

General characteristics: "Everything goes according to the Mediaplan".

Advertising effectiveness

John Vandermaker

The question of evaluating the effectiveness of advertising campaigns is still open. Good publicity always balances on the verge of business, science and art and is practically unmeasurable, although its results are always visible.

Cognitive level is associated with a change in knowledge about the company, its products and services
Affective level associated with the formation of a positive attitude towards the manufacturer
Inciting Level associated with the intention to make contact with the company, to purchase its product

In the above calculations of this article, we were guided by the first level -cognitive, since it is the most calculated and weakly depends on other indicators.

Of course, there is no limitation for the calculation to use performance evaluation relative to the other two levels. So Level 2 (Affective Level) will require survey data before and after the campaign. For level 3 (Incentive level) - information from the sales department, sales, etc.

conclusions

As can be seen from the above calculations, even though BTL can give a good result, it is not predictable. Therefore, it is advisable to use BTL as an addition to ATL methods. At the same time, the share of ATL should be at least 2/3 of the advertising budget. A brief summary of this provision is as follows:

It was also assumed in the calculations that the target audience is limited, and that it is possible to get at least a single advertising contact with each consumer

Assuming for BTL that there is a dependence of efficiency on the budget S and the rate of audience increase (dA)* is not linear: EBTL = S dAb , and linearly for ATL: EATL=S*dAa. Let's carry out the calculation for our example, given that initially we had EATL=8%, EBTL=9%, S=5,000 rubles.
As you can see, the optimal division of the budget would be as follows: 60,000 for ATL and 40,000 for BTL, while if the method is successful, the effectiveness of the campaign will continue to grow without investing. Naturally, there is a risk of failure of BTL methods (that is, the efficiency graph will also go down steeply), but this risk is insured by the use of ATL methods.

Conclusion

According to materials:

Based on the materials of Pimenova A.E. and

In general, ATL and BTL have one fundamental difference - this is feedback. In the first case, contact with the target audience has practically no feedback (it is impersonal). And BTL (mainly event marketing and promotions) has a direct contact, which allows you to accurately control the number and quality of contacts. Therefore, this type of classification could be called the classification of advertising by the magnitude of the feedback effect.

The terms ATL and BTL originate from the financial environment and refer to the types of advertising and promotion expenses recorded in financial statements in various ways - "above the line" (Above-the-Line) and "below the line" (Below-the-Line).

Regarding the emergence of these two concepts, there is a legend among advertisers: supposedly, once, in the middle of the 20th century, for approval by the head of one of the large American corporations, they brought a marketing budget for approval. The budget included all the usual items: media advertising, packaging development, PR. All these marketing expenses were accounted for above the line (Above the line, abbreviated as ATL), and below the line was the final amount. This leader, however, also remembered sampling (distributing free samples of goods), as well as organizing a city holiday. These additional costs (already below the previously drawn line) gave the name to the term BTL (Below the line - below the line).

But on the Internet I found another decryption of BTL. It can be attributed more to entertainment: BTL - between the lions (between lions), a term invented by a Romanian trainer who, having emigrated to the United States, to somehow make ends meet, began to work on the distribution of free samples of cosmetic products. He compared this to the rewarding feeding of large predators, resulting in their affection and submission. When this successful allegory reached the head of Procter & Gamble, for which the aforementioned trainer worked, he softened the term a little and introduced it into the marketing lexicon.

ATL includes promotional activities that influence the motivation of the consumer when making a purchase decision indirectly, i.e. using a carrier. The carriers in this case are television, radio, press, outdoor advertising and the Internet.

BTL in Russia includes the following: "BTL is everything that is not mass media (ATL), not PR, not direct marketing" (according to MIAF materials). In fact, the BTL classification is a little more complicated than it seems at first glance:

Event Marketing - event marketing. A set of events aimed at promoting trademarks/brands/services through bright and memorable events: concerts, festivals, parties, presentations, etc. This is one of the most effective tools for creating and maintaining the image of a company or its products. List of special events: corporate receptions, parties, presentations; work at exhibitions; fashion shows; performances; road shows; sports events; city holidays.

Sales Promotion - sales promotion activities, or the promotion of goods or services through direct contact individual(promoter) with a potential buyer through the advertised product or service.

Consumer promotion - promotion / presentation / demonstration of goods through direct contact of the buyer with the goods. A set of forms and methods: tasting, or product testing; sampling - distribution or mailing / distribution of product samples; promotion of purchases (gifts, prizes).

Trade promotion - a set of events to increase sales and increase brand awareness. Tools: prizes for the purchase, holding quizzes, contests, etc., awarding product samples and other valuable prizes to the winners. Increasing the sales volume of goods by activating the work of the commodity distribution network.

Merchandising - determining the optimal place for goods on the trading floor; display of goods; placement of POS-materials; salesperson training.

Retail Audit - monitoring of retail trade, classification of stores (by a specific type of product); a representative sample for a specific type of store; determination of the distribution of goods, the average range; the place occupied on the shelf by this type of product, as well as by competing products; monitoring the activity of competitors. Development of a merchandising standard, retail strategy, determination of the need for POS materials.

Staff training. Staff training in the field of merchandising on the topics: product display, price line, POS materials, hot spots, verbal communications- for sales representatives, merchandisers, sellers (with and without work experience).

PR-services - support of the BTL-complex: from an idea to a report and recommendations. Tools: press conferences and press parties, presentations, receptions, etc. Preparation of documents for information support of events - materials for the media in the form of press releases, press folders, etc. Work with target media - compiling a list of recommended media, working with editors and correspondents, distribution of materials, organization of interviews, etc., monitoring and analysis of publications. Sponsorship of various events.

Production - development and production of the necessary materials for the implementation of projects: printing, souvenirs, POS / POP materials, development and production of costumes for promotions, corporate gifts, photo and video support for various events, preparation of reports.

Product placement - the placement of a particular brand or the product / service itself in a work of art (movie, television film, television program, video clip, animated film, book, etc.). The meaning of such placement is not only to show, describe the product, but also to further associate this product on a subconscious level with the hero or plot of a work of art (film, book, video clip).

But this is a very in-depth and detailed breakdown of BTL into "sub-items". In the conditions of Russian reality, BTL includes:

sales promotion among resellers;

sales promotion among consumers;

direct marketing;

special events (special events - presentations, promotions, holidays, etc.);

production and use of special materials.

For comparison, I will give an interesting example of the American division of ATL:

Above-the-line refers to media, which pay commission to, namely:

If I understand correctly, then everything is like ours, except for one thing: instead of the Internet, the Americans have a movie!!! That is the aforementioned product placement. But given the development of the "cinema" market in America, this is not surprising.

ATL and BTL advertising is now used by almost all large companies. For example, mobile operators. Their advertising can be found absolutely everywhere: on radio, on television, each company must have its own website on the Internet, the city is full of posters offering discounts for communication at night and an appeal to use the services of this particular company. Not a single city holiday is complete without their intervention. You can often find out about the release of new tariffs from the offers of street promoters. All information of interest can always be obtained in hard copy at points of sale (POS materials), etc.

The concept of integrated marketing communications is becoming more and more popular. It includes both the traditional advertising campaign- ATL-advertising, and BTL-communications and public relations. If everything is clear with classical advertising, then BTL is what?

Put a line

The terms ATL and BTL appeared around the middle of the 20th century. Many have probably heard the story of the executive who, when signing the advertising budget, included the cost of distributing free product samples and wrote them down in his own hand under the line of basic expenses. According to this legend, a division into “above the line” and “below the line” arose. ATL costs include costs related to the placement of advertising information in the media. These are television, radio, outdoor advertising, printed editions. BTL also includes all sorts of ways to stimulate sales. The costs for this area are calculated from the total budget for the implementation of marketing communications. However, there is a tendency to redistribute the BTL budget from the residual to the core category.

BTL industry

BTL - what is it? An English term describing Marketing communications depending on the principle of formation of the target audience. The literal translation "below the line" means "under the line." It is a subtle marketing tool that includes sales promotion, POS placement, merchandising, direct mail, promotions for customers and chain employees. It is believed that BTL advertising is more targeted and allows you to convey a call to purchase or any other advertising message directly to the final individual consumer. Usually the call is extremely individual, and BTL works, as a rule, directly at the point of sale or the zone where the decision to buy is made.

BTL in Russia

Efficiency traditional advertising in the media is gradually decreasing, which leads to an increase in the activity of BTL events, an increase in the quality of this industry and an increase in the budget for promotional events. ATL and BTL advertising compete with each other for the client's budget. Many Russian companies prefer to cooperate with network agencies, create projects together. Because keeping a whole department in the state is expensive and impractical. And some do not even know what a BTL project is from the inside and what is BTL in general? dictate requirements to agencies, including those related to the uniqueness of the implemented promotional events.

Reasons for the rise in popularity of BTL

Consumers are becoming more demanding and informed, they need to independently understand the products offered, learn more about them useful information, and in some cases, try the proposed product. All this offer is well organized created directly for and directed to the end consumer of the promoted products. Obviously, the potential return from it will be much higher than from classical advertising in the media, where everyone receives an advertising message, regardless of whether a person needs this product or not.

BTL campaigns

An advertising BTL agency uses the following tools to influence each specific customer: sales promotion, personal communications, public relations, merchandising, use of POS materials, event marketing.

For the end consumer, the BTL manager can offer incentives such as tastings, promotions for giving gifts for purchases, win-win lotteries, distribution of samples (sampling), distribution of POS materials. Merchandising is used to incentivize salespeople, retail store managers and distributors. It is on showcases and counters and tracking the availability of goods at points of sale. Conferences, seminars, competitions, lotteries are also organized.

Event special events include exhibitions, festivals, concerts to promote a product, brand or brand among consumers. Measures to increase the loyalty of partners and to inform about the activities of the company. These are press conferences, seminars, exhibitions. Also, special events include programs to strengthen corporate culture within the company between employees. This is a joint holding of holidays, team-building is popular today. Marketing research are to carry out comparative analysis market participants, the need to determine the volume, market share. Identification of market trends.

Promotions

BTL projects typically include the work of a promoter, supervisor, and project manager or coordinator. It is the promoter that will be the most important link in this chain. The success of the whole event depends on how well the people who are in direct contact with the end consumer, to whom the action is directed, perform their work. Therefore, the selection and training of personnel by the BTL agency should be given great attention.

Supervisor Responsibility

Within the framework of the project, the promoters report to the supervisor. He supervises their work in point of sale at the time of the action. Since the supervisor is also responsible for organizing the workplace of subordinates, he is also responsible for the quality of their work. It is important for the supervisor to be able to quickly navigate in a difficult situation and quickly resolve conflicts that have arisen.

Responsibilities of the coordinator

The project manager, or coordinator, is in contact with the managers of the retail stores where the promotional events will take place. Responsible for the delivery of the promotional stand, the required amount of the advertised product, its samples. In addition, the coordinator controls the completion of the reporting of the event. In general, the manager's task is to ensure the planned progress of the promotional event.

What else does BTL consist of?

BTL marketing, in addition to the classic components, also includes some borderline tools. Event marketing is usually referred to as a PR event rather than a BTL one, although during such projects promotions are held to gauge the reaction of potential buyers to the advertised product. The second tool is the Internet, SMS and mailing lists. Their goal is to reach the target audience as much as possible. But even in this case there is direct contact with a potential consumer.

If we talk about the impact of POS materials, in this case, the impact will occur only at the time of the decision to purchase, exclusively at the point of sale. With the help of shelftalkers, wobblers, bright price tags, promotional stands, visual contact is established with customers, attracting their attention, which further contributes to sales growth through impulse purchases.

Development trends

ATL and BTL advertising undergoes some changes over time. During economic crises, BTL suffers less than the traditional advertising market. This is due to the fact that BTL allows you to maximize sales at a minimum cost. There is also a tendency to increase the individualization of work with clients. The emphasis is not so much on the product itself, but on the needs of buyers and demonstrating care for the consumer.

As a rule, customers of BTL promotions are tobacco companies, FMCG, equipment manufacturers, alcoholic products, cellular operators, pharmaceutical companies. They do not need to explain, BTL - what is it? These firms are familiar with targeted offers and promotional events firsthand.

A successful promotion will not only fulfill its main function, for example, increase sales by 30% for the period of the promotion, but also provide a number of other benefits. Since during the action there is direct contact with the end customer, the promoter can create a positive image of the company in the eyes of the consumer, stimulate an additional purchase, and increase brand awareness.

The successful implementation of the action is preceded by painstaking analytical preparation. First you need to choose the right event to hold. Having collected the necessary information base, it will be easier to decide on BTL tools. After collecting information, goals are set and accents of the future project are placed. Further, the estimate is approved and drawn up detailed plan upcoming event. The plan reflects a clear time frame for the project. Choosing the right time for the action will be one of the success factors. And the professionalism of the staff will allow you to implement the promotion successfully and achieve the desired results.