This document discusses below-the-line (BTL) advertising. It defines BTL as using more targeted media to directly reach consumers, rather than mass audiences. BTL often focuses on specific local areas and products that consumers can see in person. Some common BTL media discussed include direct mail, coupons, point-of-sale displays, door-to-door marketing, sales literature, and email marketing. The document also notes that BTL advertising is typically conducted directly by the company and has lower costs than above-the-line advertising.