Do you know difference between Above - Below - Through......?

Please......don't get any naughty ideas. 😉

I was just speaking about, "The difference between Above-The-Line (ATL), Below-The-Line (BTL), and Through-The-Line (TTL) Advertising".

So before going Above - Below and Through, let us first understand "What is Advertising?".

Advertising (Ad): The process of persuading targeted audience through various channels to take specific action. It is an attempt to engage and influence audience. It can be related to buying a product, use of services, or bringing awareness towards an issue. While some Advertisements slip seamlessly without notice, some create an exposure or an entire new experience. 

Most assume "An Ad is all about sharing information and getting customers buy a product", but, there are many motivations behind an Ad. An Ad has the power to influence and cultivate awareness.

In order to make a powerful Ad there are many factor that need to be considered. You need to identify the purpose of your ad with a clear "call to action". 

It is important to understand the behaviour and interests of target market. You need to make sure you neither confuse or annoy audience with too much information. Its should be precise and powerful.

Now coming to Above, Below, and Through.

Above-The-Line (ATL): It refers to promotional activities done at Macro Level. It is done at National, Regional or a Bigger Territory level. This approach is used to build awareness and establish goodwill. They have wider reach, better connect with audience, and it focuses on brand building. ATL is undertaken at a general level.

Examples: Radio, Television, Newspaper, Magazine, and Outdoor.

Below-The-Line (BTL): It is unconventional is nature, done at Micro Level and forms part of non-media communications. It is aimed specifically at targeted audience that have been identified as potential customers. 

Example: Bill Board and Flyers, Direct Marketing, Email and Social Media, Sponsorships, and point-of-sale.

Through-The-Line (TTL): This approach combines both ATL and BTL to raise brand awareness and target specific potential customers and convert them into sale. 

Example: a campaign that not only uses TV campaign but also supplement with flyers, and newspaper ads, and also social media.

So, according to you "What makes a powerful advertising?" and "What is the best approach i.e., ATL, BTL, or TTL?"