ATL & BTL ACTIVATION

Above the line (ATL), below the line (BTL), in organizational business and marketing communications,

are advertising techniques, or different strategies companies use to sell their products.

In a nutshell, while ATL communications use media that are broadcast and published to mass audiences, BTL communication use media that are more niche focused. While both ATL and BTL communications can be used to either build brand awareness or drive sales through specific offers (promotions), it is BTL interaction that gives the marketer the ability to tailor their messaging in a more personal manner to the audience. ATL promotions and BTL promotions are highly measurable

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