Through The Line
More recently, in the past 5 to 6 years, agencies and clients have switched to an "Integrated Communication Approach", or "through the line" approach. TTL is a neologism describing an existing process, according to Altaf Jasnaik, Corporate Communications and Branding Manager at Sharp Middle East & Africa. In the TTL approach, a mix of ATL and BTL are used to integrate a marketer's efforts and optimize returns from these separate investments.
This switch in the TTL approach has shifted its emphasis more towards BTL. The idea remains to optimize the return on marketing budget spent by focusing one's energy on winning smaller yet more crucial BTL battles than ATL wars with well-funded competition. A few examples are: bus stand hoardings, pamphlets, small informational sheets along with the newspaper, etc.
Read more about this topic: Below The Line (advertising)
Famous quotes containing the word line:
“A route differs from a road not only because it is solely intended for vehicles, but also because it is merely a line that connects one point with another. A route has no meaning in itself; its meaning derives entirely from the two points that it connects. A road is a tribute to space. Every stretch of road has meaning in itself and invites us to stop. A route is the triumphant devaluation of space, which thanks to it has been reduced to a mere obstacle to human movement and a waste of time.”
—Milan Kundera (b. 1929)