![Types of Advertisement](https://static.wixstatic.com/media/8c286c_2c8a79b559604c879bdae0dacca9415e~mv2.jpg/v1/fill/w_143,h_126,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/8c286c_2c8a79b559604c879bdae0dacca9415e~mv2.jpg)
Companies can choose to conduct promotional activities in three ways
![Promotional activities ATL, BTL, TTL](https://static.wixstatic.com/media/8c286c_be5760f8bf7441b0ad2e2491aaf24037~mv2.jpg/v1/fill/w_110,h_98,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/8c286c_be5760f8bf7441b0ad2e2491aaf24037~mv2.jpg)
Reach the entire market as a whole to build brand awareness and inform masses about product
Focusedcommunicationforspecifictargetgroupthroughindividuallevelinteraction
Combination of ATL and BTL, using mass advertising forming a customer database to focus on conversion
![ATL BTL TTL](https://static.wixstatic.com/media/8c286c_ac20e6cdffcf4884814d5ec0081e16cf~mv2.jpg/v1/fill/w_139,h_53,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/8c286c_ac20e6cdffcf4884814d5ec0081e16cf~mv2.jpg)
FMCG and personal care brands use ATL marketing techniques to increase brand recall and subconsciously influence the purchase.
How do we measure an ATL campaign?
• The reach of members watching the ad
• The frequency of views
• The number of impressions across various platforms
Companies use BTL activities in places such a Colleges, universities, societies. high foot-fall areas to target its prospects.
How do we measure a BTL campaign?
• Sales achieved at place of activity.
• New customer acquired at the site.
• Conversion rates on-site (at place of activity).
• Impression estimates via foot-falls.
• Open rate of email campaigns.
TTL can help brands use an integrated approach to advertise products to both mass & focused markets together.
Example of Vodafone
![Vodafone ATL example](https://static.wixstatic.com/media/8c286c_63dd95105ac84ce4b8fa920892c8ef00~mv2.jpg/v1/fill/w_121,h_73,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/8c286c_63dd95105ac84ce4b8fa920892c8ef00~mv2.jpg)
As part of ATL advertising, Vodafonebooks key places for hoardings of its upcoming initiatives.
For example hoardings at airports, High streets, City roads, etc.
![Vodafone BTL Example](https://static.wixstatic.com/media/8c286c_545a8490cf594183b34cd11fa048ebbf~mv2.jpg/v1/fill/w_144,h_108,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/8c286c_545a8490cf594183b34cd11fa048ebbf~mv2.jpg)
For BTL advertising, you will often see a booth of Vodafone inside the malls.
Example for TTL - Uber Booths outside airports/Ads
![Uber TTL example](https://static.wixstatic.com/media/8c286c_cddaefa0f8494c6b8cd4bb487dc30de2~mv2.jpg/v1/fill/w_112,h_75,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/8c286c_cddaefa0f8494c6b8cd4bb487dc30de2~mv2.jpg)
![Uber TTL Example](https://static.wixstatic.com/media/8c286c_03372735091647418403d082f238cd9d~mv2.jpg/v1/fill/w_147,h_79,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/8c286c_03372735091647418403d082f238cd9d~mv2.jpg)