Above the line and below the line advt

ATL is when a company uses channels not within its control and which are gen. costly ( newspapers ) to indirectly market the product.... its genreally mass targetted and the objective is to create awareness of the product.


BTL on the other hand.... is done to persuade the customer through use of cheap channels. It is more targeted than the ATL ( like direct marketing.... mailers.... discounts... etc )