Above-the-line (ATL) marketing is used when mass media is organized to give increase a brand and reach an extreme audience.

ATL uses a traditional marketing medium that efforts to reach a huge group of audience with a message intended at strengthening a brand and also to interconnect basic information about the product, to generate a response.

On the other hand, Below the line (BTL) marketing is a kind of one-to-one communication, wherein diverse methods are used to reach a precise group of people.

BTL marketing includes direct marketing activities, as they intend to create a targeted relationship with the marketer and final consumer, as well as offers ease in testing efficiency and conversions.