What do you understand by the terms ATL and BTL in Marketing and Advertising?

1. Above the line (ATL) and below the line (BTL) in organizational business and marketing communications, are advertising techniques, or different strategies companies use to sell their products.

ATL means (Above the Line) which includes Public Relations, Direct Mail & Sales Promotions through Media.

BTL (Below the Line) is a non media advertising and it uses less conventional methods than ATL but are highly measurable and givens proper data on ROI and other things