ATL Activities

ATL, Above the Line

ATL or Above the Line advertising or Above the Line promotion or Above the Line marketing or ATL marketing or ATL advertising consists of advertising activities that are largely non-targeted and have a wide reach. ATL communication is done to build the brand and inform the customers about the product.

For example

Television

An average American watches 4.3 hours of TV in a day. It’s a similar case with the rest of the world. TV advertisements have a reach from local, to national, and international audience depending on the TV channel and the contract between the parties. TV advertisements have a better connection with the users as moving images with audio are preferred over still images or audio alone.

Radio

Psychologists tell us that consumers need to be exposed to an advertising message at least three times before it begins to penetrate. No other media other than radio provide such affordability when it comes to this frequency.

Radio is a perfect option for marketers to fulfill all the frequency and creative demands of an advertisement. Radio has a local, national, and international audience.

Print Advertisements (magazine & newspaper)

Local, regional and national print media has a wider reach than any of the other mediums. Newspapers have fixed ad-slots that are used by marketers to inform customers / prospective customers about the brand or offers.

Magazines exist in niches and make it easier for marketers to reach their niche directly through them.

Outdoor Advertising

Outdoor advertising has great reach in public places with their locations. They include Flags, Banners, Wraps, Steamers and Billboards.

Advantages of ATL marketing

  • Wider Reach: Above the line advertising mediums have a wide (national/international) reach.
  • Better Connect with the audience: The mediums like TV and radio use audio-visuals which have a better connect with the audience.
  • Brand Building: Media advertising is a specific tool in for developing brand identity. A brand is built by the customers. The role of marketers in brand building is to reach as many potential customers as they can and communicate to them about the brand and its benefits creatively. ATL marketing plays an integral role for brand building.
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