BTL Archives - Scorch Films

Bridging the gap between ATL and BTL advertising

By | Uncategorized | No Comments
Admen of a certain vintage still talk about ATL and BTL as a thing. They’ll tell you how above-the-line – that’s broadcast TV, national radio, some mass-media print - works for driving brand awareness. On the other hand, below-the-line – direct mail, e-CRM, anything wobbling on a shop counter – is only good for driving response: the domain of the coupon-clip and the voucher code. Some (silly) advertising agencies think above-the-line broadcast campaigns are somehow “better” than the below-the-line expertise of CRM. Here at Scorch, we think it’s time to...
Read More