ATL (Above the Line) and BTL (Below the Line) are marketing terms used to describe different advertising and promotional strategies. Here’s what they mean:

ATL (Above the Line)
Definition: Refers to mass media advertising intended to reach a large audience and create widespread brand awareness.
Channels: Includes TV, radio, newspapers, magazines, billboards, and online display ads.
Purpose: Focused on brand building and creating broad visibility.
Examples:
A national TV commercial for a soft drink.
Full-page ads in leading magazines.
Digital banner ads on high-traffic websites.
BTL (Below the Line)
Definition: Involves targeted marketing tactics that are more direct and personalized, aimed at specific audiences or customer engagement.
Channels: Includes direct mail, email campaigns, social media marketing, events, sponsorships, in-store promotions, and experiential marketing.
Purpose: Focused on driving immediate action, like product purchase or lead generation, and building customer loyalty.
Examples:
A pop-up store for a new product launch.
Discount coupons sent to loyal customers.
Sponsorship of a local event.
Key Differences:
Scope: ATL is broad and reaches a mass audience, while BTL is narrow and targeted.
Measurement: ATL campaigns are harder to measure directly, while BTL activities often provide more tangible and trackable results.
Objective: ATL builds brand equity, whereas BTL drives specific actions or conversions.
Both ATL and BTL strategies are often combined in TTL (Through the Line) campaigns, which integrate both approaches for a cohesive marketing strategy.