The Line Agency

In today’s marketing space, advertising can be divided into three segments based on the basis of marketing motives, target groups, and the budget of the marketer. The segments are: 1) Above the Line (ATL) 2) Below the Line (BTL) 3) Through the Line (TTL) The terms ATL and BTL were first used in 1954 when Proctor & Gamble began paying certain advertising firms differently from others who used more direct promotional tactics. The “Line” initially existed to differentiate between marketing activities that seek to achieve mass penetration (above the line) and the marketing activities that were more specific and directed at specific groups (below the line). ABOVE THE LINE ADVERTISING (ATL) This consists of marketing activities that have a wide reach and are mostly untargeted (not directed towards a specific group). BELOW THE LINE ADVERTISING (BTL) This advertising strategy involves marketing activities that are memorable and very specific because they’re targeted at a group of consumers. THROUGH THE LINE ADVERTISING (TTL) “Through the Line” advertising involves a mashup of the promotion tactics and mediums used in both ATL and BTL advertising in order to get better results. In a nutshell, it’s a marketing strategy that is used for campaigns that seek to achieve brand building as well as conversions. An example of TTL advertising is digital marketing strategies that offer ATL advertising benefits while acting as BTL communication to the customers.