Ever wondered why some brands seem to be everywhere — on your TV, in your Instagram feed, and even at your local coffee shop? It’s not magic — it’s Promotion, a key part of the Marketing Mix that brings a product or service to life in the eyes of consumers. In a world where attention spans are shrinking and competition is fierce, a smart promotional strategy can make or break a brand. So how do companies create that buzz? Let's explore with an imaginary brand — Bliss Brew, a startup that sells organic, ready-to-drink iced coffees.
What Is Promotion in the
Marketing Mix?
Promotion refers to the activities a business uses to
inform, persuade, and remind its target audience about its products or
services. It's not just about selling — it's about building relationships,
shaping perceptions, and staying memorable.
There are three main types of promotional strategies:
Above the Line (ATL)
Below the Line (BTL)
Through the Line (TTL)
Let’s dive into each, using Bliss Brew as our example.
Above the Line (ATL)
Promotion
Above the Line (ATL) Promotion refers to promotional
activities that are carried out through paid mass media channels to reach a wide
audience. These channels typically include: Television, Radio, Newspapers and
Magazines, and Cinema advertising
Key Characteristics of ATL Promotion:
Mass Reach: Targets a broad and general audience.
Brand Building: Focuses on raising brand awareness and
creating a strong brand image.
One-way Communication: Usually non-interactive and
designed for wide exposure rather than direct engagement.
High Cost: Generally more expensive due to the scale
and production involved.
Bliss Brew’s ATL Example: To reach caffeine lovers across the country, Bliss Brew launches a TV ad during prime-time slots featuring their “Brew the Bliss” campaign. The commercial tells a visually compelling story of a young professional who starts her day with Bliss Brew and feels instantly energized, ready to conquer her day. The catchy jingle and tagline ensure the brand sticks in viewers’ minds.
Why it works:
High reach
Builds brand recognition
Appeals to emotions
Below the Line (BTL)
Promotion
Below the Line (BTL) Promotion refers to targeted promotional
activities that focus on specific groups of customers rather than the mass
market. These activities are often more personal, direct, and interactive,
aiming to drive immediate responses or build customer relationships.
Common BTL Promotional Methods:
Direct marketing (emails, SMS, mailers)
Sales promotions (coupons, discounts, free samples)
In-store promotions (point-of-sale displays, demos)
Sponsorships and events
Personal selling (sales representatives interacting
directly with customers)
Key Characteristics of BTL Promotion:
Targeted Reach: Directed at specific market segments
or individuals.
Measurable: Easier to track results and return on
investment (ROI).
Engagement Focused: Encourages interaction and
immediate action.
Cost-Effective: Usually less expensive than ATL
promotions.
Bliss Brew’s BTL Example: Bliss Brew sets up sampling
kiosks at gyms, college campuses, and co-working spaces, handing out chilled
mini bottles with discount coupons. They also collaborate with wellness
influencers to post stories reviewing the drink and directing followers to a
promo code.
Why it works:
Personalized interaction
Immediate feedback and sales
Budget-friendly for startups
Through the Line (TTL) Promotion
TTL combines both ATL and BTL strategies. It uses mass
marketing to build awareness, followed by targeted tactics to drive customer
engagement and conversion. TTL is ideal for brands that want both reach and
precision.
Channels include:
Integrated campaigns
Digital marketing (social media, SEO, PPC)
Influencer marketing
CRM and email campaigns
Bliss Brew’s TTL Example: Bliss Brew rolls out a
YouTube ad campaign featuring lifestyle vloggers sipping their coffee, which
links to a personalized landing page offering a “first order free” promotion.
Simultaneously, they run Google Ads for searches like “healthy iced coffee” and
send out weekly newsletters with customer stories and loyalty perks.
Why it works:
Seamless customer journey
Balanced brand awareness and conversions
Data-driven and measurable
Conclusion: Picking the
Right Blend
Just like Bliss Brew’s coffee blends, your promotional
strategy should be carefully brewed based on your audience, goals, and budget.
ATL gets your name out there. BTL builds trust and converts. TTL brings the
best of both worlds, ensuring your brand speaks to the masses and connects
personally.
Whether you’re launching a startup or managing a
seasoned brand, understanding these promotional tools can help you craft
campaigns that not only grab attention but keep your customers coming back for
more.
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