Direct Mail, PR, Promotions... blah blah blah

Below the line (BTL) is an advertising technique. It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than ATL (Above the line) strategy; these may include activities such as direct mail, public relations and sales promotion for which a fee is agreed upon and charged up front.

Below the line advertising typically focuses on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates.

BTL is a common technique used for touch and feel products. Those consumer items where the customer will rely on immediate information than previously researched items. BTL techniques ensures recall of the brand while at the same time highlighting the features of the product.