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The BTL marketing approach involves providing free product samples through direct contact with people in local towns and cities.

The Above the Line Marketing is geared towards rising brand awareness thereby bringing the product or service a vast reach. The term TTL is of recent origin that explains about a more integrated marketing approach combining both the widespread and direct approaches rather than traditional ATL/BTL separation. The terms ATL, BTL came into existence or were used when Proctor and Gamble paid advertising firms separately (through varied rates) for their suppliers who dealt with more direct promotional effects. The terms ATL, BTL and TTL are stands for ATL, BTL, and TTL is the terms being used in marketing these days with frequency.