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BTL advertising appeared in the middle of the 20th century as an alternative to traditional ATL advertising (ATL — above the line). It is believed that the first BTL event was the distribution of free samples of products in supermarkets. This happened in the 1950s in the USA. In Russia, BTL marketing began to actively develop in the early 1990s, around the same time that search contextual advertising of websites began its active development : in 1998, Yandex was the first company to show it by keywords.

BTL, ATL and TTL: What's the Difference?
In addition to BTL advertising, there are also such varieties as ATL and TTL. In order to understand the difference between them, you need to understand these concepts. You already know what BTL is, and now let's get acquainted with on page seo service other types of advertising. ATL, as we said earlier, is a traditional type of advertising that is placed in the media and covers a wide audience. ATL includes advertising on television, radio, in the press, outdoor advertising and advertising in cinemas.



TTL (from English through the line) is an integrated approach to advertising that combines elements of ATL and BTL. TTL allows you to create a more effective advertising message and increase brand awareness. By the way, for the same purposes, website owners often use various methods of promotion on the Internet, you can learn more about them by taking a practical SEO course from our specialists.

The main difference between these types of advertising is that ATL covers a mass audience, while BTL targets specific consumers. TTL aims to combine the advantages of both approaches and create synergy between them. It is important to note that the division of advertising into ATL, BTL and TTL is conditional and may vary depending on the context and goals of the advertising campaign. Modern advertising strategies often use all three approaches simultaneously.

Advantages and disadvantages of BTL advertising
Now let's talk about the advantages of BTL advertising. Firstly, BTL allows you to establish closer contact with potential buyers and encourage them to buy. This is especially effective for everyday products, when the decision to buy is made quickly and impulsively. Secondly, BTL promotions can be easily adapted to the specific needs and goals of the company. BTL also provides an opportunity to test new products or services before their mass launch.
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