Above the line (ATL) marketing refers to mass media advertising like TV, radio, print and internet. It has a wide reach and uses visual/audio to connect with audiences. It plays an integral role in brand building. Below the line (BTL) marketing uses more targeted strategies like direct mail, catalogs and search engine marketing. It has better ROI and control since it targets specific groups. Guerrilla marketing uses unconventional promotion with little budget to grab attention personally. Viral marketing uses social networks to spread product information like a virus. Q magazine advertises through various ATL, BTL and digital methods to promote issues and build their brand and audience.