Below the Line (BTL) Marketing and Advertising
Wikipedia says it all
"...while ATL ( Above the Line) promotions are tailored for a mass audience, BTL promotions are targeted at individuals according to their needs or preferences. Thus BTL sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having short duration.While ATL promotions can establish brand identity, BTL can actually lead to a sale. ATL promotions are also difficult to measure well, while BTL promotions are highly measurable, giving marketers valuable insights into their return-on-investment. ".
There is another strategy called TTL ( Through the Line) which is an optimum mix of BTL and ATL.
Please refer to this article to understand how Jeans companies in India are using BTL to promote some of their products.
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