Above the Line - Definition & Meaning
What is Above the Line?
Above The Line (ATL) advertising is where mass media is used to promote brands and reach out to the target consumers. All the conventional media are included here - television, radio and print media. ATL is not targeted at particular customer but to a wide audience. ATL advertising tries to reach out to the mass as consumer audience.
The other kind is below the line advertising wherein mass media is not used and is not focused at targeted set of customers. Billboards in shop, door-to-door marketing and discount offerings at particular shops are examples of below-the-line advertising.
Examples –
Any advertisement you see on television, newspaper, internet, billboards or hear on radio are examples of above-the-line advertising.
This article has been researched & authored by the Business Concepts Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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