International Journal of Research and Innovation in Social Science (IJRISS) | Volume II, Issue I, January 2018 | ISSN 2454–6186

ATL, BTL and TTL Marketing in Education Industry

Dr. Nidhi Arora
Banasthali Vidyapith, Vanasthali, Rajasthan

Abstract: Guardians know that the cost of education has raised these years. As of now, there is merciless rivalry among different private education institutions. Though quality and employability are the fundamental worries of capable foundations, cash stamping organizations which point high rate of return bait and occupy the guardians and the understudies through appealing promotions, by by passing consumer loyalty. Be that as it may, the accomplishment of these foundations will be conceivable just in the short run. A very much planned instructive advertising methodology is the need of great importance for guaranteeing achievement and survival in the market.

Key words: ATL, BTL, TTL Education Industry

I. INTRODUCTION

The research paper is an attempt to discuss a marketing required in education sector. As this is need of time for institutions market themselves. Education in its broadest sense is any actor experience that has a formative effect on the mind, character or physical ability of an individual. It is the process by which society deliberately transmits its accumulated knowledge, skills and values from one generation to another through institution.
Marketing activities (basically advertisements) today can be divided into three segments – Above the Line (ATL), Below the Line (BTL), & Through the Line (TTL) Marketing. The line was originally used to separate marketing activities which had mass penetration (above the line) to those which had specific penetration (below the line). But then, because of the increased competition and development in technology, emerged through the line marketing activities which blurs the line and include the use of both ATL & BTL advertising activities.

II. ATL (ABOVE THE LINE)

Above the Line advertising (often referred as Above the Line promotion/ Above the Line marketing/ ATL marketing/ ATL advertising) consist of advertising activities that are largely non-targeted and have a wide reach. ATL communication is done to build the brand and inform the customers about the product. Conversions are given less importance in above the line advertising. Example of ATL
Television
Radio
Print Advertisements (magazine & newspaper)