Events, Marketing and Promotions
Above the Line marketing or ATL advertisement is done to build the brand and inform the customers about the product. Conversions are given less importance in above the line advertising.
Below-the-line marketing or BTL advertising consists of very specific, memorable and direct advertising activities focused on targeted groups of consumers. Below the line strategies focus more on conversions than on building the brand.
Through the line marketing involves marketers to create marketing campaigns which include both ATL & BTL strategies. It refers to 360-degree advertising where campaigns are developed with the vision of brand building as well as conversions.
