Below the line marketing is a type of advertising strategy where products are promoted in media other than mainstream radio, television, billboards, print, and film. It is a highly targeted strategy aimed at specific individuals who have been identified as potential customers. Below the line campaigns include direct mail campaigns, trade shows, catalogs, and targeted search engine marketing. The main difference between above the line (ATL) and below the line (BTL) marketing is that ATL is generally untargeted, massive campaigns to raise brand awareness and reach more people, while BTL is a much smaller and highly targeted world of ads aimed at individuals with easy-to-track returns on investment and a definitive audience. BTL advertising seeks to reach consumers directly, instead of casting a wide net to reach mass audiences. Below the line advertising reaches fewer people but is more selective about its audience. In most cases, below-the-line advertisers initially conduct extensive market research to identify a target niche of buyers more likely to purchase the products. Once the target demographic is identified, below-the-line advertising reaches consumers in a more personalized, direct manner.