BTL (Below the Line) advertising and ATL (Above the Line) advertising are two distinct approaches to marketing.
1) ATL advertising focuses on mass media channels like television, radio, newspapers, and billboards to reach a wide audience. It aims to build brand awareness and image.
2) BTL advertising is more targeted and personalized, focusing on direct interaction with specific audiences. It involves tactics like direct mail, email marketing, events, and public relations to build relationships and drive conversions.
While ATL advertising is about creating broad brand visibility, BTL advertising is about building deeper connections with customers.