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Both ATL and BTL marketing are essential components of a comprehensive marketing strategy.In contrast, BTL marketing employs targeted strategies to engage specific consumer segments and encourage direct interaction with the brand. ATL marketing uses a broad approach to create brand awareness and reach a large audience.ATL marketing refers to mass media marketing strategies to reach a wide audience through television, radio, print, and billboards BTL marketing refers to targeted, direct marketing efforts that engage specific consumer segments through direct mail, telemarketing, and event marketing.This kind of marketing is widely used for transformations and straightforward replies. BTL marketing which means Below Line Marketing, is a type of marketing that focuses mainly on specific groups of individuals.