Above the line (ATL), below the line (BTL), and through the line (TTL), in organizational business and marketing communications, are advertising techniques, or different strategies companies use to sell their products.
ATL communications use media that are broadcast and published to mass audiences, BTL communications use media that are more niche focused. Both ATL and BTL communications can be used to either build brand awareness or drive sales through specific offers (promotions), it is BTL communication, however, that gives the marketer the ability to tailor their messaging to the audience.
TTL refers to an advertising strategy involving both above and below the line communications. This strategic approach allows brands to engage with a customer at multiple points (for example, the customer will see the television commercial, hear the radio advert and be handed a flyer on the street corner).