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ATL and BTL Promo
Posted by Joël on March 22, 2006

Can you just tell me what Above the line and Below the line promo mean with specific examples in as simple a language as possible?

Simply put, Above-the-line (ATL) refers to ‘traditional’ marketing channels striving to reach a mass audience. Examples are TV, Radio, Print Ads, etc.
Below-the-Line (BTL) refers to initiatives designed to develop relationships between marketers and consumers. Examples include Direct Mail, Interactive Marketing, Event Marketing, etc.