![]() We keep saying above the line and below the line in our meetings, we even have dedicated separate departments or even have started completely separated agencies to serve their category differently but surprisingly enough not so many, even those who have worked in this field for years, know what this particular line is and where it has come from. As one enters the advertising industry, one gets to hear the terms ATL & BTL profusely, in fact so much that not knowing the definitions is equivalent as not knowing what advertisement is all about.
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