The document discusses different types of advertising campaigns and structures. It describes below the line (BTL) advertising as promotional activities where the business has direct control over the target audience, such as sales promotions and sponsorships. Through the line (TTL) involves an integrated communication approach using methods like pamphlets and bus stand hoardings. Above the line (ATL) advertising refers to paid communication in independent media like TV, radio, magazines and billboards, which can reach audiences outside the target group. The document provides examples of different advertising campaign types and structures.

1. Advertising campaign
Presented by: Rayn Howayek

2. Advertising Campaign
• An advertising campaign is a series of
advertisement messages that share a single
idea and theme which make up an integrated
marketing communication (IMC).
• Advertising campaigns appear in different
media (structure) across a specific time frame

3. Structure
• Below The Line (BTL)
• Through The Line (TTL)
• Above The Line (ATL)

4. BTL- Below The Line
• This concerns promotional activities where the
business has direct control over the target or
intended audience. There are many methods of
below-the-line, including sales promotions, direct
marketing, personal selling and sponsorship.
• A few examples are: Corporate Identity/logo,
Displays, printed material, exhibitions and trade
fairs, Special promotions, Sponsorship,
Personalized mail shots …

5. TTL - Through The Line
• More recently, in the past 5 to 6 years,
agencies and clients have switched to an
"Integrated Communication Approach", or
"through the line" approach.
• A few examples are: bus stand hoardings,
pamphlets, small informational sheets along
with the newspaper …

6. Above The Line
• This is paid for communication in the
independent media e.g. advertising on TV or in
the newspapers. Though it can be targeted, it
can also be seen by anyone outside the target
audience.
• The main aims of above-the-line promotion are
to inform customers, raise awareness and build
brand positioning.
• A few examples are: Television, Internet, Radio,
Magazine, Billboards…

7. Advertising Family
• Corporate Advertising Campaign
• Tactical Advertising Campaign
• Teaser Advertising Campaign

8. Corporate Advertising Campaign

9. Tactical Advertising Campaign

10. Teaser Advertising Campaign

11. Examples (BTL)

12. Sponsorship

13. Logo

14. Corporate Identity

15. Displays

16. Printed Material

17. Examples (TTL)

18. Pamphlets

19. Bus Stand Hoardings

20. Ambient

21. Examples (ATL)

22. TV ad

23. Radio

24. Billboard

25. Unipole

26. Creative Unipole

27. Magazine

28. Creative Magazine

29. Poster

30. Thank You