IMC, ATL , BTL

  

Integrated Marketing Communications

Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together.
At its most basic level, Integrated Marketing Communications, or IMC, as we'll call it, means integrating all the promotional tools, so that they work together in harmony.
As defined by the American Association of Advertising Agencies, integrated marketing communications " ... recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact."

Benefits of IMC
Although Integrated Marketing Communications requires a lot of effort it delivers many benefits. It can create competitive advantage, boost sales and profits, while saving money, time and stress.
IMC wraps communications around customers and helps them move through the various stages of the buying process. The organisation simultaneously consolidates its image, develops a dialogue and nurtures its relationship with customers.

ATL and BTL 

Above the line (ATL), below the line (BTL), in organizational business and marketing communications, are advertising techniques, or different strategies companies use to sell their products.

In a nutshell, while ATL communications use media that are broadcast and published to mass audiences, BTL communications use media that are more niche focused. While both ATL and BTL communications can be used to either build brand awareness or drive sales through specific offers (promotions), it is BTL communication that gives the marketer the ability to tailor their messaging in a more personal manner to the audience

ATL advertising uses mass media as a medium to promote brands and reach out to target consumers. this kind of advertising is usually aimed towards a large number of audiences and is much more effective, when the target group is very large and difficult to define.

BTL advertising follows an unconventional and direct form of marketing communication. these include activities such as distribution of pamphlets, handbills, stickers etc. this form of advertising is more direct.

Amul uses a varied form of ATL advertising such as billboards and TV ads