Advertising is inevitably linked to human psychology not only in terms of creative processes but in order to make communication more effective and more impactful in the mind of the consumer. However, to strike the sensitive chord of the human heart that will make a potential buyer take action, the right mode of advertising should be chosen.
Through the Line (TTL):
It refers to an advertising strategy that includes both above and below the line communications, in which one form of advertising directs the target to another form of advertising, thus crossing the ‘line.’ A TV commercial that says, “Come into the store to sample XYZ product” is an example. In this case, the TV commercial is an example of ‘above the line’ advertising, and once inside the store, the target customer is presented with ‘below the line’ promotional materials such as store banners, competition entry forms, and so on…
We’ve talked about the difference between ATL and BTL in the previous article, but can you say where online advertising is situated?
The right answer is that online advertising can both be ATL and BTL depending on the platform or the reason for which the website has been created. For example, if one creates a website based on cooking recipes, it is limiting the target audience to only those interested in the subject making it a BTL mode of advertising. But a platform such as Facebook is universal and communicates with the mass, therefore it is ATL in this case.
Online Advertising Mechanism
There are a lot of talks about online advertising. But do you know how it really works? How is money made via websites, what are the forms of communication online? We will now try to explain some of these mechanisms.
To start with, here are some advantages and disadvantages associated with this medium:
Even if an online advert appears to be more comprehensive than other forms of media, it is unquestionably less expensive. Internet ad packages are available for as little as $ 10.00 for a month, or by a set number of ‘hits,’ depending on the advertiser.
The Presentation to the Market
If your goods or services are aimed at the millennial population or the corporate world, Internet advertisements are ideal because they are already connected to the internet and surfing websites. A few of the pages where your ad appears may also include a link to your own website. As a result, your website will receive more “hits”!
All you really need is a PC, some knowledge and ideas for designing your site, then look for the best Internet ad package for your advertising needs and budgets, choose from a variety of advertisement methods such as Banner Ads, text ads, whether you want to work with pop-ups or pop-unders, and so on. All from the convenience of your own home.
Apart from TV commercials, which must be updated on a regular basis, your Internet ads may remain unchanged for an extended period of time. If they need to be updated, changing the site or your ad is usually a simple process that can be completed quickly and easily.
Some disadvantages are:
It is a ‘restricted’ market that can be conquered if the Internet is only used for advertising displays. While more and more people are adopting technology and surfing the World Wide Web on a daily basis, there are still a significant number of average consumers who rely on traditional forms of advertising to gather information on specific products and services. Fortunately for us, Internet Advertisers are quickly changing in our favor, and this will soon be a non-issue.
If you opt for a professional, a freelancer, or a company to create your website and/or advertise your product or service, the cost will be higher than if you did it yourself. While the costs may be an initial disadvantage, the long-term results may be very beneficial if you have the right people to work with.