Very often you can find names, which include the abbreviation BTL. Many "businessmen" with a clever kind of shake their heads, but have no idea what it is. BTL, in translation from English, means "below the line". Accordingly, the abbreviation ATL means "above the line". Say that the separation occurred spontaneously. The head of one of the leading American companies have brought to the approval of the advertising budget, includes work with the media. However, the budget did not include the cost of distributing free product samples, coupons, competitions and gifts, etc. All these means of marketing communications were handwritten by the main feature of the cost. Thus, according to the legend, the concepts of "above the line" and "below the line". At the moment, there are different interpretations of what is attributed to the marketing of "above the line" and that "below the line". By BTL decided to attribute the residual sales promotion (advertising at point of sale, public relations, direct marketing, personal selling, exhibitions, packaging, etc.), but in recent years in the domestic market tends reallocation of marketing budgets and the transfer of BTL -- budget in the category of basic forms of product promotion. What does this mean in terms of classical marketing and marketing communications? BTL has 4 main components of sales promotion: 1. Strategies highlight 2. Public relations 3. Directmarketing 4. Private sale In the first component of the BTL includes strategies to attract attention. In the process of their implementation actively intervenes coupons, lotteries, compensation, special offers. Although the use of these strategies is an incentive to commit additional repeat purchases, while at the same time, this can lead to the depreciation of the brand. The second component of BTL is public relations (PR), whose main task is to create and maintain a positive attitude toward the company or its proposed products. The undoubted merits of PR is a wide coverage of target audiences, messages submitted flexibility and relatively low cost. The third component is direct marketing. It is characterized by the intention to uzkosegmentirovanuyu audience, however, it is ineffective if used as a short-term strategy. Also, direct marketing makes it possible to analyze incoming and outgoing data at the individual or corporate level. And, finally, the fourth component of BTL - personal selling. They increase the volume of sales, resulting in the establishment of personal contact with the consumer. Defining the role of personal sales in the overall marketing communications strategy must be considered: - What is the nature of the information to be transmitted in the process of selling goods or services; - Purpose of marketing communications at the macro and micro levels; - Alternatives to the use of marketing communications; - The level of the cost of personal sales, compared with other components. It should be noted that because of the constant increase of sales promotion, some experts predict, in the near future, the abolition of the separation methods of advertising on ATL and BTL.