Every marketing professional is fascinated by a marketing guru. In my case, the list is long but I would name 3 of my most favorite marketing gurus – Philip Kotler, Al Ries and Seth Godin. In this post, I will be focusing on learning from a well-known book “22 Immutable laws of Marketing”by AL Ries & Jack Trout.
Al Ries and Jack Trout coined the 22 laws that act like guidelines in any industry. This will be a series post, covering brands from India and GCC region. My aim in this blog post is to check if the laws still stand the test of time.
In my previous post, I had explained two advertising execution methods i.e Above the line (ATL) and Below the line (BTL) advertising. This post will be the continuation of the earlier one with the focus on Through the line (TTL) advertising.
Related : ATL & BTL activation simplified
TTL can be defined as the use of mass advertising forming a prospect or customer database, which can be implemented for direct marketing activities. This kind of advertising is an integrated approach, where a company uses BTL and ATL methods in addition to online advertising to reach their customer base and generate conversions.