The terms ‘Above the line’ (ATL) and ‘below the line’ (BTL) are used to categorise the different communication tools and channels you can use in your Push and Pull communications strategy.
Above the line communication
ATL communications use media tools and channels which broadcast your message to a mass audience; for example the press, magazines, radio, cinema, TV and search engines.
Below the line communication
BTL communications on the other hand are focused on a more ...Continue Reading →