ATL, BTL and other roles of a copywriter

 ATL stands for 'above the line'. This refers to advertising to the masses via having a broad target audience. This includes media such as newspapers, billboards, film, radio etc. The reason for organisations to use ATL is that it allows reaching a huge following. However,  lacks accurate measurable statistics, unlike BTL. Which stands for 'below the line', and vice versa to ATL. Focuses on delivering to a specific audience. Including media such as brochures, telemarketing and email marking etc. 

Key differences between ATL & BTL

Above-the-line poster:

Jurassic World 2015 poster

http://www.jurassicworldmovie.co.uk/

Action-packed scene. With close-to-real visuals that occupy the viewer's attention. 

Has limiting typography. The reasons could be as follows: 

- ease of reading. Requires little to no effort. 

- easier to manufacture 

- overall, suits the reading abilities of any generation. (expanding the target audience)

Iconography

Uses iconography in its main title, ' Jurassic World, fallen kingdom'. Giving a T-rex icon.

ATL Newspaper

Specific text on a commercial newspaper. Newspapers often have no target audience. In this scenario, it neither mentions nor gives the idea of whom it may be aimed too. It follows the same characteristics of above-the-line advertisement. Such as limited text and broad use of colour 

Graphics & Colour scheme

Below the line: 

Run Fest 2022 poster:

Run Fest poster has an intrinsic design that has inclusive personalisation. This is justified by virescent colours and hand-drawn pictures scene. This is a common theme in BTL content because its aim is to attract a specific audience. In this case the locals and those further afield. 

Typography:

The bubble font is continually used. To promote or set the idea of a fun and playful event. 

  iconography: 

The entire poster has features of Iconography. This is a comparison with your ATL content is far more of a focus. Proposing that the event is family based but not limited to it. 

Includes motif. 'Running'. Lost of running. 

Blog posts, why are they important?

Blog posts are key in delivering a personalised response, to products or services. It is important for advertisers because it increases website traffic expanding and growing sales. According to Hub Spot marketing, businesses with blogs see a 55% increase in visitors. Justifying the effectiveness of publishing on bloggers. 

     Explain and elaborate on the other role of a copywriter listed below. Explain, what they are? and why they are important? and what is the impact of poorly written copy? e.g. spelling and grammar, use of language/slang. Visual examples would be of benefit.

Social media posts:

Social media posts are content created for social platforms. e.g Instagram or LinkedIn. More importantly, they can take many forms, including text, images, and videos or serve as a reference to other websites. The post themselves are used to entertain, update, promote, etc.

Their importance:

Social media provide a service to drive website traffic using links and advertisements. The relevance of social media is so high it makes connecting with the audience just that much easier. This is observed through comments, messages and mentions. 

Its ability to gather feedback is astonishing. With such ease, it makes improving products and services just that much better. 

Impact if written poorly:

Poor or misuse of vocabulary in copy can give the impression of unprofessionalism, mediocre and make content come across as unreliable or not well thought through. 

Website copy:

Written content that is displayed on websites. Website copy can include info about the company, its products or services.

Conventions of website copy can include headlines, subheadings, body text and other elements. 

The reason why a company may use a website could be to communicate the value of the proposition of their company or brand. A major factor can be convincing visitors to purchase their products. 

Impact of writing poorly:

Decrease the credibility of the content- causes potential customers to repulse the copy because they have lost their trustworthiness. 

Case studies:

Real-life scenarios showcase how a product or service works. Can be used to explain expertise. 

If written badly:

it may infer misconceptions and a misunderstanding concerning the product. 

· White papers