Integration of BTL and ATL advertising in an advertising campaign

Faced with the emergence of new communication tools, contemporary advertising has had to adapt to a new reality and reinvent itself in order to meet the communication needs of advertisers and better persuade target audiences through planning, advertising creativity and media integration. Under this scenario, the integration of BTL and ATL strategies within the same campaign is shown as the most viable option when planning and executing today's advertising activity. This study, through participant observation and in-depth interviews, characterizes the nature and particularities of the planning process and integral creativity of an advertising campaign, which combines ATL and BTL advertising in the same attempt through the case of the "Baron of the gizzards", through which the integration of these advertisements in an advertising campaign is described.