Master Minds T.T.L. International (Pvt) Ltd has announced the launch of T.T.L Solutions.
“I am truly excited to launch a Master Minds T.T.L Solutions ad platform which will connect among leading brand name advertisers in Sri Lankan community with top affiliate publishers. Personally I have been in business since 1995 and provided various advertising solutions and on 8/4/1998 I stepped to the first incorporation as an Ad agency. We have turned our business as a public liberality company on 31/6/2003. Now in 2010 we have turned our business to T.T.L solutions. We are confident that Master Minds T.T.L. International will truly bring value to our advertisers and affiliates. By adding new offers every day, we strive to be one of the largest performance-based ad networks in the industry,” CEO and Marketing Director Lanka Chamara said.
“Above the line (ATL), below the line (BTL), and through the Line (TTL), in organisational business and marketing communications, are advertising techniques. In a nutshell while ATL promotions are tailored for a mass audience, BTL, promotions are targeted at individuals according to their needs or preferences.
While ATL promotions can establish brand identity, BTL can actually lead to a sale. ATL promotions are also difficult to measure well, while BTL promotions are highly measurable, giving marketers valuable insights into their return-on investment,” he added.
Promotional activities carried out through mass media, such as television, radio and newspaper, are classed as “above the line” promotion. ‘Below the line” promotion refers to forms of non-media communication or advertising, and has become increasingly important in the communications mix of many companies, not only those involved in fast moving consumer goods, but also for industrial goods.
“Through the line” refers to an advertising strategy involving both above and below the line communications in which one (anti of advertising points the target to another form of advertising thereby crossing the “line”.
Chamara said more recently, agencies and clients have switched to an “Integrated Communication Approach”, or “through the line” approach. TTL is a neologism describing an existing process, In the TTL approach, a mix of ATL and BTL are used to integrate a marketer’s efforts and optimise returns from these separate investments.
Recently the TTL approach has shifted its emphasis more towards BTL. The idea remains to optimise the return on marketing budget spent by focusing one’s energy on winning smaller yet more crucial BTL battles than ATL wars with welt-funded competition.
According to EBS Worldwide, mainstream mass broadcast marketing is increasingly being viewed as uneconomical, in terms of return on investment, which is where BTL marketing fits in; a few examples could be — bus stand hoarding, pamphlets, small informational sheets along with the newspaper.