TTL

TTL (Through-The-Line) is an advertising campaign format that combines direct advertising (ATL) with indirect marketing (BTL).

It presents different formats of advertising bundles, for example, advertising on TV and outdoor advertising + promotions and event marketing. The essence of TTL advertising is to attract the attention of a large audience through massive advertising campaigns (ATL advertising), and then work with targeted consumers using certain marketing activities.

The TTL format has become widespread in recent decades, especially in areas where classic ATL/BTL tools have become ineffective. For example, such advertising campaigns have proven themselves in the promotion of consumer goods (FMCG), as well as telecommunications, financial and insurance products.

TTL advertising has a number of advantages that have made it highly popular. It helps to interest and attract a wide audience and at the same time stimulate the loyalty of individual consumers. It also allows brands to plan their advertising campaigns more carefully and in more detail to avoid inconsistencies when using disparate ATL and BTL tools.

Finally, the TTL format offers the opportunity to save money, as companies can choose the most suitable and efficient combination of direct and indirect tools, rather than spending on the entire set. As for the shortcomings of the TTL format, they include a rather long preparation of the advertising campaign, since it is necessary to carefully consider the concept and test different advertising bundles.

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