ATL-BTL and other roles of a copywriter

 above the line advertising

above the line advertising is used when mass media is deployed to boost a brands promotion to the maximum audience. it is when an advertising message is broadcast to a large audience in an unsophisticated way of targeting via traditional offline media such as:

- radio

- TV ads

- billboards

- newspapers

- magazines 

the purpose of ATL advertising is to create a brand identity and establish awareness for the brand. However, ATL is quite expensive for example, prime time slots demand prime rates and it can be difficult to track your investment. the result from ATL advertising is it drives customer response. the response rate for ATL advertising is difficult to measure. 

ATL advertising example 1:

this McDonalds advert is an example of ATL advertising because it is a billboard. billboards are one of the many ways copywriters use ATL advertising. the billboard itself is promoting itself to a larger audience as they are displayed over a road that a lot of people are driving through daily meaning lots of people are more likely going to see it at a glance. 

ATL advertising example 2:

this Tesco advert is another example of ATL advertising because it is being advertised on a newspaper which is an example of broadcasting to a larger audience in an unsophisticated way as many different people of different characteristics read the newspaper. 

below the line advertising

below the line advertising is used when a company wants to target a small but specific target audience. to achieve this, BTL advertising uses offbeat marketing mediums such as:

- telemarketing

- exhibitions

- email marketing

- trade-shows

the purpose of BTL advertising is to generate sales and to build a targeted relationship between the marketer and final consumer. the cost of BTL advertising is quite budget-friendly and can be tracked more easily and accurately than ATL. a result of BTL advertising is it it increasing the point of sale. additionally, the response rate is easy to measure unlike ATL advertising. 

BTL advertising example 1:

this Spotify advert is an example of email marketing which is BTL advertising. email marketing targets a specific audience and is an offline marketing medium.

BTL advertising example 2:

 

here is another example of BTL advertising in the form of email marketing. you can see it is targeted at a specific audience because it clearly says 'items selected for you' and below that lists some suggested products. 

other roles of a copywriter

blog posts

a blog post is a type of document filled with information about a certain topic or product. they are important because they provide clear and detailed information about the product or topic which is available for consumers to read at any time. an impact of a poorly written blog post could be that it confuses the reader due to spelling errors or maybe the reader misinterprets the information which could make them lose interest in the product or topic. 

blog post example: 

social media posts

a social media post is an image, photo or video that is uploaded onto a social media platform such as Instagram, Facebook, Twitter or Tiktok. the post may display some information at the bottom in the caption. in terms of advertising, the caption may be useful information about the product and could include links to websites with more information about the product or where you can buy the product. meanwhile, the post itself could be a photo or video showcasing the product. this is important because social media posts advertise the product to potentially millions of youngsters who use social media on a daily basis. if a social media post is poorly written because of the language they use, then it may put people off the product that they are selling. 

social media post example:

website copy

a website copy is basically any words on a website that are not apart of blogs or content marketing. this includes the headlines, sub-headers, body copy and CTA's. website copy is important because good copy improves SEO meaning if you includes certain terms that your target audience/customers are searching for, you can boost your ranking on the search engines results page. however, if the copy is poorly written then it is less likely that the website will be included on the search engine results. 

website copy example:

case studies

a case study is an approach to research that is used to generate a multi-faceted, in depth understanding of a complex issue in it's real life context. an example of a case study could be a real life example about a crime that was committed by someone. the purpose of case studies is to provide informative studies about a certain topic that is backed up with a real life example as evidence. if a case study is poorly written then people reading it might be confused as to what the case study relates to in terms of topic.

white papers

white papers are informative documents that are issued by a company to highlight or promote a product, features of a solution, or a service that it offers. the purpose of white paper is to provide readers understanding of an issue which ultimately helps make a decision or solve a problem. if white papers are poorly written then it may not help the reader solve their issue meaning it fails to achieve it's purpose. 

jobs and roles within the creative industry of a copywriter

managing editor

the company; prison radio station, is a charity that developed and run the national prison radio which is the first national radio station for people in prison. the charity aims to support people through their prison sentences and prepare them for life after they are released. to get a job there, the employer is looking for an employee who can manage the direction and quality of programming on the radio station as well as oversee their team of producers across both production sites, the employee must demonstrate a solid background in management along with high level format and development and production skills. the employee who takes up this role will lead the national prison radio production team and shall have creative responsibility for the direction of National Prison Radio and oversee everything that comes out of the speaker. I believe the job is full time because the employers demand high quality production and management jobs can be very time consuming. the salary for this job is £50,000. personally I would not take this job because it sounds stressful, time consuming and exhausting as it requires you to be a leader of a production team. 

photographer

the company joules is a British country lifestyle company that design clothes, accessories, and homeware that are inspired by nature. Joules want to hire photographers. they are looking for someone who has a BTEC national diploma in photography, expert level experience with studio and location photography and excellent model direction skills. the person who fills the role as a photographer at Joules will need to produce high quality images ensuring that output is consistent, captured processed and retouched accordance to with the company style and brand guidelines. the job requires you to work 5 days a week making it full time. their wage is undisclosed but they offer you a 50% off staff discount as well as an extended holiday including family and volunteering leave. I think this job sounds quite interesting and appealing as I am currently studying photography plus the work conditions sound great however, the thought of working five days a week puts me off a little bit.

senior art director

the company SEGA is well known video game company that are famous for creating sonic the hedgehog. SEGA are looking for an employee to fill the role of a senior art director. they want someone who has a demonstratable experience leading art direction and art production of AAA titles as well as strong team development skills, you must be able to direct a team and ensure the quality and style are consistent. they also desire broad knowledge and interest in all things visual, formal art training, a portfolio of personal work and a body of professional work spanning across multiple titles and genres. the person with this role will have many key responsibilities that include setting goals visual benchmarks, and standards as the line manager of our artists. being able to support the team to thrive and grow and to enable them to perform at the peak of their ability is a key responsibility. I am going to assume this is a full time job because SEGA is a huge company and being a senior art director is an important role that requires a lot of dedication. the wage is undisclosed unfortunately but this does seem like a huge job opportunity that I would be interested in if I was good at art and design but sadly I am not so I would have to pass on this opportunity.

content creator

the company; Sands, wants to reduce the number of babies dying to support people affected by deaths of babies, before, during or after birth. Sands are looking to hire a content creator to help deliver multiple design projects required by teams across the whole charity. Sands want a content creator who is creative and innovative and can also bring their training to life through accessible and relatable digital content that enriches the experience for adult learners. they need someone who is highly motivated, with a keen eye for detail and an organised approach the person who fills this role shall work closely with colleagues across  departments to create engaging, informative and inspiring content for their new eLearning platform and they will provide the postholder with an opportunity to shape resources and content that works for their ambitious objectives. I believe this job is full time and the pay is £16,000-£17,000 per annum. for me personally I would not be interested in this job as the pay per year is very low compared with other companies.

copywriter

Harvey Nichols, is a luxury department store and they are looking to hire a copywriter. they want someone who is a team player, proactive, has a strong eye for detail, has knowledge of sociocultural trends and has a good understanding of SEO principles. the person who fills this role will have to Enter all product details and size & fit information following the Harvey Nichols brand guidelines as well as Provide accurate and engaging fit information for the customer, ensuring all assigned styles are tried on, measured, and represented correctly. they should also Work to daily and weekly deadlines in advance, being measured on both quantity and quality to ensure team targets are met. this job appears to be full time as it mentions that you have to reach daily and weekly deadlines. the pay is competitive basic salary and excellent benefits. I would not be interested in this job because I know nothing about this brand so being a copywriter for them would not be a wise choice plus trying to meet daily and weekly deadlines sounds too stressful for me.