How To Transcend 'Above-The-Line' And 'Below-The-Line' Thinking

... have traditionally been at odds with the BTL direct marketers, who specialize in direct-response channels like direct mail and email. ATL advertisers have the influence and prestige associated with big-budget, top-of-the-funnel, awareness-driving ...

http://www.adexchanger.com/data-driven-thinking/how-to-transcend-above-the-line-and-below-the-line-media/