The terms ATL and BTL were first used in 1954 after Proctor and Gamble (P&G) began paying advertising firms separately and at a different rate, on the basis of broad marketing approach and, direct marketing approach.
\’ATL\’ Marketing stands for \’Above The Line\’ marketing. This kind of marketing has a very broad reach and is largely untargeted. e.g:- A campaign on national television (Gujrat Tourism)
\’BTL\’ Marketing stands for \’Below The Line\’ Marketing. This kind of marketing targets specific groups of people. e.g:- A leaflet drop in a specific area or, a direct telemarketing campaign
\’TTL\’ Marketing stands for \’Through The Line\’ Marketing. This kind of marketing is an integrated approach of both BTL and ATL marketing methods to reach their customer base and generate conversions.