Difference between ATL and BTL

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Difference between ATL and BTL 

ATL – Above the line advertising (Mass audience / broad appeal), where mass media is used to promote brands and reach out to the target consumers. These include TV and radio advertising, print as well as internet. This is communication that is targeted to a wider spread of audience, and is not specific to individual consumers. 

 

BTL – Below the line advertising (is one to one / specific), and involves phone calls, the distribution of pamphlets, stickers, promotions, brochures placed at point of sale, door-to-door sales. For certain markets, like rural areas where the reach of mass media like print or TV is limited, BTL marketing with direct consumer outreach programs do make the most sense. 


For more information check this infographic: https://www.koozai.com/blog/content-marketing-seo/above-the-line-vs-below-the-line/

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