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Above the line (ATL) is an advertising technique using mass media to promote brands.
This type of communication is conventional in nature and is considered impersonal to customers. It differs from BTL (below the line), that believes in unconventional brand-building strategies. The ATL strategy makes use of current traditional media:
Television, newspapers, magazines, radio, outdoor, and internet.
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Below the line (BTL) is an advertising technique. It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than ATL (above the line) strategy; these may include activities such as direct mail, public relations, sales promotion, consumer promotions, consumer incentives, trade incentives
Retail promtions etc for which a fee is agreed upon and charged up front.
Below the line advertising typically focuses on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates.
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THIS CONCEPT BECAME VERY POPULAR IN LATE '70s, AS THE MARKETING
EMPHASIS BECAME MORE CONSUMER ORIENTED AND FOCUS WAS ON
THE RETAIL POINT OF GOODS EXCHANGE--WHERE THE CONSUMERS MADE
THE BUYING DECISION / IMPULSE ORIENTED SHOPPING.
IT WAS AT THAT TIME, THIS DIFFERENTIATION BETWEEN
ATL AND BTL CAME INTO EXISTENCE.
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The term "Below the Line" is rapidly going out of fashion in advertising circles as agencies and clients switch to an 'Integrated Marketing and Communication Approach.'
REGARDS
LEO LINGHAM
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