Above the line marketing, also known as ATL advertising, is a marketing technique that reaches a larger and wider target audience, and is mostly used for building brand awareness and goodwill. It is a less focused marketing approach that is largely untargeted and has a broad reach. ATL advertising strategies include media such as radio, TV, print media, and billboards.

Below the line marketing, also known as BTL advertising, is a highly targeted strategy where products and services are promoted in media that diverges from the traditional mainstream options. These methods tend to be more focused and less expensive than above the line marketing systems. They are also more engaging and make the audience feel like you are speaking to them personally, improving customer relations and loyalty. BTL advertising systems include direct mail and email campaigns, targeted search engine marketing, social media marketing, trade shows, and catalogues.

Through the line marketing or TTL advertising involves the use of both ATL and BTL marketing strategies. The recent consumer trend in the market requires the integration of both ATL and BTL strategies for effective marketing.