One of the essential components of the marketing mix is promotion. It entails reaching out to and interacting with the target audience. For this communication, it is crucial to use proper media to provide messages that are timely, pertinent, and modern. Therefore, effective communication is that which creates a shared understanding between the sender and the intended recipient.
A marketing strategy called a "promotional campaign" consists of a number of advertisements using different methods that all have the same messages and ideas in order to promote a product or an event.
In a typical promotional campaign, several media outlets like newspapers, billboards, television advertisements, and internet space are utilised.
The main purposes of ATL marketing are to increase goodwill and brand recognition. They are vast campaigns that are generally untargeted and carried out on a broad scale. An effective example of an ATL marketing strategy is a national or even international TV ad campaign in which the same commercial is aired to viewers from all demographics. The goal of the advertisement is to expand a brand's horizons, reach more people, and identify themselves more clearly and with a clear image rather than directing it at specific individuals who have previously been recognised as possible buyers.
Below the Line (BTL) marketing focuses specifically on groups of people who have been recognised as potential clients. Outdoor advertising, like billboards and fliers, direct marketing, like using email and social media, and event sponsorship are examples of common BTL techniques. The latter is especially becoming more and more popular because providing a memorable experience to your potential clients makes your brand more remembered and endearing to individuals.