Above-The-Line (ATL) activations are a widespread advertising and marketing camapaign or activity that is undertaken at a general level, without any specific audience targeting. General ATL advertising activities include television advertising, print media, radio, etc.,. Below-The-Line or BTL activations are more focused in nature, and are directed towards a specific group of individuals that the company identifies as potential customers. Popular BTL activation activities include outdoor advertisements, direct marketing, sponsorship, public relations, in-store promotions, etc.,. The Line Marketing approach combines both ATL and BTL marketing, attempts to raise both brand awareness and target specific potential customers and convert these into measurable and quantifiable sales.