The source usually is the activator of the process.

It is pertinent to point out

that there are no constant sources and
receiver. In every act of communication, the participant may vary roles several
times, one moment being the source
and the next transforming into the receiver.The source usually begins by
articulating his intention into a message.
The process of transforming intention into a message is known as encoding.Muller
(2005) explains further, saying
that in advertising, the advertiser usually has a need to advertise. The
advertisement could be for such purposes as to
generate awareness, but the basic advertisement represents the encoding of the
advertisers intent or purpose into a
message. This is normally performed by advertising agencies, where there are
specially skilled professionals who
plan, create and produce the advert messages. The advertiser and advertising agency
often constitute the source.
The second element, which is message, constitutes the subject matter of the
communication. The encoding process
develops the message, which the source intends to communicate. Messages can be in
the form of symbols and signs.
Many advertisers focus attention on semiotics, which involves the study of the
nature of meaning and this, helps
them to understand the meaning of the symbols. From a semiotic understanding, every
marketing information has
three elements such as object, symbol/sign and interpretant.The object is the
product, which is the focus of the
message, for example; Marlboro cigarette. The sign is the sensory imagery, which
represents the expected meaning
of the object, for example; Marlboro Cowboy. The interpretant is the understanding
gained, for example; rugged,
individualistic.As we had earlier indicated that advertisement constitutes the
message (Reichert, 2003).
The channel represents the medium or media through which the message is transmitted
to the receiver. It is the
vehicle that carries the message, picking it up from the source and then dropping
it on the receiver;
1. Radio
2. Television
3. Newspapers, magazines (print media)
4. Billboard (out of home – OOH)
Macy, et al., (2010) classifies the media types listed above as above the line
media (ATL), while other media are
classified as below the line (BTL) which include:
1. Point of purchase advertising (POP)
2. Event marketing
3. Direct marketing/ data marketing
4. Road shows

Companies market their products in a number of ways. These ways fall into either of
these two categories:

Above the line (ATL)

Above The Line (ATL) refers to promotional activities done at macro level. It is
done at national, regional or at bigger territory level and mass audience is
covered in this type of promotion. A brand image is created about the company and
its product. Media such as television, cinema, radio, newspapers, and magazines are
used to create an impact about the company and its product. ATL communication is
more of conventional in nature.

Below the line(BTL)

Below The Line (BTL) communication is unconventional in nature, done at micro level
and forms part of non-media communication. Measures include direct mailing,
distribution of flyers, brochures, and usage of sponsorships, public relations,
tele-marketing and point of sale.

Interestingly, ATL and BTL terms were coined at Proctor & Gamble in 1954 where
accountants differentiated advertising agencies’ payments vis-à-vis who undertook
promotional activities other than advertising for fixed fees. Gradually, marketers
started to differentiate activities other than advertisements as separate marketing
practice called Below the line (BTL).

Today, ATL is used for branding effect, to generate mind share while BTL is used to
generate loyalty and repeat sales. ATL is tailored for mass audience while BTL
promotions are targeted at individual level according to their needs and
preferences. ATL promotions are difficult to measure while BTL are measurable in
terms of sales and feedback and it gives marketers valuable insights on their
return on investment (ROI). Since BTL focus is targeted and customer centric, it is
efficient and cost effective, apt for start-ups.

Social networking sites such as face book, twitter, my space, you tube help
generate leads and enable companies to develop eCRM and use data in a varieties of
ways. Though, social media is an integral part of BTL activity today, but it beats
even television, audio, magazines in creating brand value in terms of numbers and
is way more rewarding.

Through The Line (TTL)

"Through the line" refers to an advertising strategy involving both above and below
the line communications. This strategic approach allows brands to engage with a
customer at multiple points (for example, the customer will see the television
commercial, hear the radio advert and be handed a flyer on the street corner). This
enables an integrated communications approach where consistent messaging across
multiple media create a customer perception.

The advent of social media has blurred the ‘line’ segregating the marketing
techniques. These days, companies use an integrated approach involving both ATL and
BTL and it is called Through The Line (TTL) approach. This approach allows brands
to engage with their customers at multiple points and thus generate a solid
perception regarding the company and the product, the main aim of Marketing!