The objective here moves beyond brand awareness towards driving specific actions.īest for: driving specific actions Above the lineĪTL, or ‘above the line advertising includes all forms of mass media marketing and communications. This includes PR campaigns, social media marketing, telemarketing, content, events, social media marketing, paid search and search engine ads. What’s the difference between ATL and BTL advertising? Below the lineīTL, or ‘below the line’ marketing campaigns and promotions involve direct, targeted campaigns to specific prospects. The acronyms differentiate between types of campaigns, however with the rise of digital, the line between the two has blurred. The biggest advertising, marketing and creative agencies have been using the acronyms ATL (above the line) and BTL (below the line) for years ( since 1954 to be exact).
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