{"id":3578,"date":"2017-01-09T00:00:00","date_gmt":"2017-01-08T23:00:00","guid":{"rendered":"https:\/\/v3rtice.srvcactus.com\/2017\/01\/09\/diferents-mitjans-atl-btl-i-ttl\/"},"modified":"2025-06-05T09:42:26","modified_gmt":"2025-06-05T07:42:26","slug":"diferents-mitjans-atl-btl-i-ttl","status":"publish","type":"post","link":"https:\/\/v3rtice.srvcactus.com\/ca\/blog\/diferents-mitjans-atl-btl-i-ttl\/","title":{"rendered":"Diferents mitjans: ATL, BTL i TTL"},"content":{"rendered":"<div style=\"text-align: justify;\">En aquest post anem a desvetllar 3 maneres diferents de fer m\u00e0rqueting, tamb\u00e9 conegudes com<strong> \u2018Above the line\u2019, \u2018Below the line\u2019 i Through the line\u2019.<\/strong><\/div>\n<div style=\"text-align: justify;\"><\/div>\n<div style=\"text-align: justify;\">En l&#8217;univers \u2018marketer\u2019 \u00e9s imprescindible saber totes i cadascuna de les diferents maneres de promocionar un producte i com difondre-ho mitjan\u00e7ant accions de publicitat.<\/div>\n<div style=\"text-align: justify;\"><\/div>\n<div style=\"text-align: justify;\">Els termes <strong>ATL and BTL<\/strong> van ser utilitzats per primera vegada l&#8217;any 1954 tan bon punt la companyia Proctor &amp; Gamble va comen\u00e7ar a utilitzar diferents maneres de fer m\u00e0rqueting en funci\u00f3 de la naturalesa del producte que volien promocionar, \u00e9s a dir, en funci\u00f3 de si aquest producte tenia un segment de mercat espec\u00edfic o no (target objectiu concret).<\/div>\n<div style=\"text-align: justify;\"><\/div>\n<div style=\"text-align: justify;\">El terme <strong>ATL<\/strong> \u00e9s un tipus d&#8217;acci\u00f3 de m\u00e0rqueting que consisteix a emprar dins de l&#8217;estrat\u00e8gia de comunicaci\u00f3 mitjans de difusi\u00f3 massius, directes i costosos. Est\u00e0 orientat cap a un target ampli i extens amb el qual es vol fer arribar un missatge de manera r\u00e0pida, directa i intensiva per generar un impacte a curt o mig termini. Un exemple seria una campanya de publicitat d&#8217;un cotxe en una televisi\u00f3 nacional on tots els espectadors del mateix pa\u00eds (independentment d&#8217;en quina part del mateix visquin) vegin el mateix anunci a la mateixa franja hor\u00e0ria. Altres mitjans utilitzats per a campanyes ATL s\u00f3n: R\u00e0dio, Premsa especialitzada i gen\u00e8rica, peri\u00f2dics i impresos (fullets, brochures\u2026)<\/div>\n<div style=\"text-align: justify;\"><\/div>\n<div style=\"text-align: justify;\"><strong>BTL<\/strong> \u00e9s l&#8217;estrat\u00e8gia de comunicaci\u00f3 de m\u00e0rqueting que compr\u00e8n l&#8217;\u00fas i ocupaci\u00f3 de mitjans no massius dirigits a segments molt espec\u00edfics que el seu objectiu \u00e9s impulsar la promoci\u00f3 d&#8217;un producte o servei mitjan\u00e7ant accions de comunicaci\u00f3 creatives. Aquest tipus de m\u00e0rqueting busca sorprendre a l&#8217;usuari, \u00e9s a dir, busca cridar la seva atenci\u00f3 mitjan\u00e7ant un missatge molt concret i personalitzat. Les accions BTL busquen diferenciar-se de la compet\u00e8ncia a trav\u00e9s del seu missatge curt i directe i a trav\u00e9s del factor sorpresa. Es busca dur a terme accions BTL quan es vol rebre de forma r\u00e0pida el feedback del p\u00fablic objectiu. Els mitjans m\u00e9s importants on es duu a terme accions BTL s\u00f3n els seg\u00fcents: Publicitat en exteriors i interiors, anuncis online, activacions de marca i m\u00e0rqueting de guerrilles (tamb\u00e9 conegut com street m\u00e0rqueting). Aquest inici d&#8217;any, una de les campanyes BTL que ha arrencat amb m\u00e9s for\u00e7a \u00e9s la promoci\u00f3 de l&#8217;esdeveniment <a href=\"\/agencia-comunicacio-barcelona\">\u2018Barcelona Beach Festival\u2019 <\/a>que tindr\u00e0 lloc aquest estiu a les platges de Barcelona i que acull als DJ m\u00e9s famosos del m\u00f3n. En v3rtice, agencia de comunicaci\u00f3n, tenim experi\u00e8ncia a dur a terme accions BTL tal com pots consultar al seg\u00fcent enlla\u00e7\u00a0<a href=\"\/gabinet-premsa-rusc-diu-si-p-1-ca\">V3rtice campanya BTL<\/a><\/div>\n<div style=\"text-align: justify;\"><\/div>\n<div style=\"text-align: justify;\">Les estrat\u00e8gies<strong> TTL<\/strong> (tamb\u00e9 conegudes com a estrat\u00e8gies h\u00edbrides) constitueixen la uni\u00f3 d&#8217;estrat\u00e8gies ATL com de BTL de manera que es creen noves sinergies en aprofitar els beneficis de tots dos sistemes. El m\u00e0rqueting TTL busca potenciar accions realitzades amb un enfocament integrat de 360\u00ba, \u00e9s a dir, busca arribar a un gran p\u00fablic i fidelizar un petit p\u00fablic alhora. Algunes campanyes solament poden ser executades mitjan\u00e7ant accions espec\u00edfiques BTL o ABT per\u00f2 hi ha campanyes especials que poden ser integrades mitjan\u00e7ant ambdues estrat\u00e8gies. Un exemple de campanya TTL seria el llan\u00e7ament d&#8217;una campanya estatal d&#8217;anuncis patrocinats que enllac\u00e9s amb anuncis de diferents motos segons el sexe, el preu de venda&#8230;i on s&#8217;ofer\u00eds la possibilitat de provar aquestes motos i d&#8217;assistir a un concurs de conducci\u00f3 en situacions de risc. Durant l&#8217;experi\u00e8ncia es faria un v\u00eddeo que, posteriorment, es difondr\u00e0 a les xarxes i altres mitjans socials. Aquesta acci\u00f3 suposa una combinaci\u00f3 d&#8217;ambdues estrat\u00e8gies publicit\u00e0ries lloc que t\u00e9 un enfocament general (vol arribar a tots els p\u00fablics, inicialment) i alhora t\u00e9 un enfocament segmentat en funci\u00f3 del sexe i el preu dels vehicles la qual cosa ens d\u00f3na una informaci\u00f3 molt important sobre tend\u00e8ncies de consumidor.<\/div>\n<div style=\"text-align: justify;\"><\/div>\n<div style=\"text-align: justify;\">En V3rtice, agencia de publicitat estem molt compromesos amb tots els diferents mitjans i amb oferir als nostres clients tot all\u00f2 que necessiten. Volem involucrar-nos i aconseguir els objectius marcats. El nostre objectiu \u00e9s donar confian\u00e7a i oferir un servei personalitzat, seri\u00f3s i r\u00e0pid.<\/div>\n","protected":false},"excerpt":{"rendered":"<p class=\"normal\" style=\"text-align: justify;\">En aquest post anem a desvetllar 3 maneres diferents de fer m&agrave;rqueting, tamb&eacute; conegudes com<strong> &lsquo;Above the line&rsquo;, &lsquo;Below the line&rsquo; i Through the line&rsquo;.<\/strong> <o_p><\/o_p><\/p>\n","protected":false},"author":15,"featured_media":24812,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[113],"tags":[],"class_list":["post-3578","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-ca-2"],"acf":[],"dsm_author":{"name":"B3rtriz","avatar_url":"https:\/\/secure.gravatar.com\/avatar\/55cce72eebdf84af1d876317ada2ae9d3e58da4a2ecb496d40eaeb716d24e2d5?s=96&d=mm&r=g","archive_link":"https:\/\/v3rtice.srvcactus.com\/ca\/author\/beatriz\/","biodata":""},"dsm_categories":[{"term_name":"M\u00e0rqueting Digital","term_id":113,"term_link":"https:\/\/v3rtice.srvcactus.com\/ca\/category\/marketing-digital-ca-2\/"}],"dsm_attachment_categories":[],"dsm_featured_image":{"thumbnail":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/v3rticeagencia-de-publicidad-150x150.jpg","medium":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/v3rticeagencia-de-publicidad-300x300.jpg","medium_large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/v3rticeagencia-de-publicidad.jpg","large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/v3rticeagencia-de-publicidad.jpg","1536x1536":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/v3rticeagencia-de-publicidad.jpg","2048x2048":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/v3rticeagencia-de-publicidad.jpg","et-pb-post-main-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/v3rticeagencia-de-publicidad.jpg","et-pb-post-main-image-fullwidth":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/v3rticeagencia-de-publicidad.jpg","et-pb-portfolio-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/v3rticeagencia-de-publicidad.jpg","et-pb-portfolio-module-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/v3rticeagencia-de-publicidad.jpg","et-pb-portfolio-image-single":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/v3rticeagencia-de-publicidad.jpg","et-pb-gallery-module-image-portrait":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/v3rticeagencia-de-publicidad.jpg","et-pb-post-main-image-fullwidth-large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/v3rticeagencia-de-publicidad.jpg","et-pb-image--responsive--desktop":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/v3rticeagencia-de-publicidad.jpg","et-pb-image--responsive--tablet":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/v3rticeagencia-de-publicidad.jpg","et-pb-image--responsive--phone":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/v3rticeagencia-de-publicidad.jpg","full":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/v3rticeagencia-de-publicidad.jpg"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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