Below The Line Advertising

As you might guess from the name of this one, there are two kinds of advertising: above the line and below the line. This may sound like code for something like "legal" or "illegal," like...below the line advertising means putting a logo in the corner of counterfeit money or something (probably a bad idea for both the advertiser and the counterfeiter, by the way; would you take a $20 bill with a Nike logo in the corner?).

Rather, above the line advertising, or ATL, refers to the use of mass media outlets, such as TV, radio, print, and the internet. Below the line, or BTL, denotes more personal types of contact, like pamphlets, product samples, brochures, or shouting loudly into someone's ear.