, , .
ATL above the line , , " ". , ATL , ( Procter&Gamble). : , , , . , , , , .., , . , .
ATL ( . above-the-line) (, , , , -, , ), - PR . BTL. ATL .
ATL, ( ) . , , .
ATL BTL . "", , .. "" , .. , , - ( , ), , - .
BTL. , BTL below the line " ".
BTL ( . below-the-line) BTL -, ( . direct mail ), , POS (. . point of sale ) . BTL , / , (ATL), BTL ( ). BTL (, e-mail), . BTL , 9 . : , PR, direct marketing,
BTL :
(trade promotion),
(consumer promotion),
(direct marketing),
(special events),
(guerrilla marketing),
POS-.
BTL
:
;
-;
;
;
;
-;
;
;
(b-t-b party);
;
.
: BTL, .