Unit 26: Writing Copy

Difference between ATL and BTL  ATL –  Above the line  a dvertising  (Ma ss  audience / broad  appeal) , where mass media is used to promote brands and reach out to the target consumers . These include TV and radio advertising, print as well as internet. This is communication that is targeted to a wider spread of audience, and is not specific to individual consumers .     BTL –  Below the line advertising  ( is one to one  / specific ), and involves phone calls, the distribution of  pamphlets , stickers, promotions, brochures placed at point of sale,  door -to- door sales . For certain markets, like rural areas where the reach of mass media like print or TV is limited, BTL marketing with direct consumer outreach  programs  do make the most sense.   For more information check this  infographic:   https://www.koozai.com/blog/content-marketing-seo/above-the-line-vs-below-the-line/

Media -  P ress releases In your BLOG, analyse the four press releases. Comment on the following:    •What is the purpose of the press release?    •What features of a standard press release format do you notice?      •What writing techniques are used and why?   Prestige car brand  -   https://media.mercedes-benz.com/article/c542df62-aca1-4942-951c-6b285fca1f28     The Purpose of this press is  product  as they are  announcing /promoting  a new  electric of road car . In this press release the stander press  release  format features I see are the Headline “ Electric car of extremes: Electric luxury goes off-road" which is telling you the product why are trying to show you, the Lead paragraph which has facts about  the car , the body which goes into a lot of detail about  their aim to make their car luxurious  while  being able to go off road  easily  and ...