ATL stands for Above The Line and is used to target a broad, non-specific audience via television, radio, print media, the Internet, and so on, whereas BTL stands for Below The Line and is used to target a specific group of people via direct mailing or direct product demonstration via trade shows, sponsorship, mailshots, telemarketing, and so on. Above the line (ATL) marketing is a mass promotional activity for building brand image and awareness. On the contrary, Below The Line (BTL), is a targeted promotional campaign, with an intention of direct interaction with a specific group. ATL marketing methods are comparatively more expansive than BTL marketing methods. ATL marketing derives customer response, whereas BTL marketing is used to derive sales. It is difficult to measure results from ATL marketing as compared to BTL marketing, as it is not possible to evaluate the commission on the basis of the campaign. BTL marketing, on the other hand, is two-way communication between the marketer and the consumer in order to build strong customer relationships.