Advertising may be categorized in a variety of ways, including by style, target audience, geographic scope, medium, or purpose.[2]: 9?15 For example, in print advertising, classification by style can include display advertising (ads with design elements sold by size) vs. classified advertising (ads without design elements sold by the word or line). Advertising may be local, national or global. An ad campaign may be directed toward consumers or to businesses. The purpose of an ad may be to raise awareness (brand advertising), or to elicit an immediate sale (direct response advertising). The term above the line (ATL) is used for advertising involving mass media; more targeted forms of advertising and promotion are referred to as below the line (BTL).[54][55] The two terms date back to 1954 when Procter & Gamble began paying their advertising agencies differently from other promotional agencies.[56] In the 2010s, as advertising technology developed, a new term, through the line (TTL) began to come into use, referring to integrated advertising campaigns.[57][58]
