ATL BTL activities
Above the Line marketing, or ATL advertising, consists of advertising activities that are largely non-targeted and have a wide reach. ATL communication is done to build the brand and inform customers about the product. Above the line marketing includes mass marketing strategies that are largely untargeted and focused on building the brand, for example, television, radio, print advertising, and outdoor advertising, which have a wider reach.
Below-the-line marketing, or BTL advertising, consists of very specific, memorable, and direct advertising activities focused on targeted groups of consumers. Often known as direct marketing strategies, below the line strategies focus more on conversions than building the brand. For example, direct mail marketing, sponsorship, brand activation, and in-store marketing.
