Work has begun to talk a lot of BTL and ATL, to distinguish certain types of advertising that we know from long ago. Nothing new under the sun.What is new is the new way of calling something a different way has been happening for long. ATL by "Above the line" is paid advertising. Usually these are press, radio, film and television. In English these are called "advertising".( "Publicity" in English means that it is free advertising or for which no pay). BTL (Below the Line) "Renew or die" The BTL is not only personal selling (direct) or direct mail. Corey Ribotsky It is also outdoor advertising, telemarketing and other inventive and creative comes more directly to a particular market niche. What it does is to take BTL custom messages to the recipient thereof. The aim is to create a personalized and direct the receiver of the message, they can not give the cold traditional media. The saturation of the electronic media advertising has been growing at worrying levels for the agencies and TV channels - the "zapping", which is change channels using the remote control when it appears the commercial shoot. Companies that want to reach a specific group of prospects have realized that they can reach potential buyers in a more efficient and less costly.Have fallen into the account when you reach it and get a productive niche, it's worth investing more to optimize the products and service.