ATL marketing (above the line) refers specifically to advertisements related to things people can see - i.e. wide open to your competition. For instance, ATL includes advertising in newspapers, magazines and the like.
However BTL (below the line) refers to things that happen in the background. Flyers, email marketing, word-of-mouth, inner circle marketing, etc that is not easily detected by your competition.
In other words, ATL has a higher public branding effect, BTL does not have that much of a public branding effect - ATL is often used to generate mindshare, BTL is used to generate loyalty and repeat readership.
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