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Many now believe that the line is starting to blur due to the rising fame of social media and digital marketing.

The line is the separation between the presence or absence of direct results, and direct return on investments (ROI).

The line marketing separates direct, targeted campaigns from a generally aimed brand awareness campaign. To understand the various types of marketing terms, let us start by understanding what line marketing really is. The term TTL is relatively new, and is used to explain a much integrated marketing approach. Resultantly, the direct marketing strategy was separated from the marketing which was more broad in nature, and the terms ATL and BTL were carved. It was a new strategy, as other suppliers dealt with more direct promotional effort. Proctor and Gamble in 1954 began to pay the advertising firms separately.