BTL (below the line) is a complex of marketing communications which includes: sales stimulation, merchandising, POS materials, direct marketing.

The main goal of BTL is to shorten the way of information message or advertising slogan to the potential consumer as much as possible.

In this case, messages have the most personified and individual nature and the place of influence is as close as possible to the place of sale or the place where decision on purchase is made.

BTL is indispensable in the cases when the organization faces the task of making direct influence on the target audience, involving it in the cognitive or entertaining process which vividly and effectively shows the advantages of this organization and its products and services.