Interactive

ATL and BTL stand for Above-the-line and Below-the-line respectively. ATL represents traditional marketing channels that strive to reach a mass audience with messages that reinforce the brand, communicate product information or incite an emotional response. BTL represents methods aimed at establishing a relationship between a brand and an individual consumer. The aim is to create relationships between brands and individual consumers.
While there is some measure of crossover, ATL usually encompasses TV, Radio, Print Advertising, Outdoor Advertising, etc. BTL typically incorporates Direct Mail, Event Marketing, Interactive Marketing, Promotional Marketing, etc. to reach its targets.
To say that one is better than the other would be remiss given the advances in technology and the trend towards more customer-centric marketing. Brand-oriented advertising was once a key driver of consumer behavior…today however marketers are increasingly honing in on the benefits offered by BTL marketing such as increased consumer engagement, interactivity and measurability. The line is becoming more and more blurred as marketers strategically blend traditional ATL mass media approaches with more direct, targeted and ROI-driven BTL approaches. Those touted successful are the usually ones who have struck an optimal balance between the two channels.