Above the Line advertising (often referred as Above the Line promotion/ Above the Line marketing/ ATL marketing/ ATL advertising) consist 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. Conversions are given less importance in above the line advertising. To make it simpler- Above the line marketing includes mass marketing strategies which are largely untargeted and are focused on building the brand. By ‘untargeted’ we mean that the communication isn’t directed towards a specific group. The mediums convey the message to everyone who has an access to them. Examples of Above the Line Promotion

Television

An average American watches 4.3 hours of TV in a day. It’s the 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 to have a local, national, and international reach just like TVs.

Print Advertisements (magazine & newspaper)

Local, regional and national print media have a wider reach than any of the other mediums. Newspapers have fixed ad-slots that are used by the 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.

Advantages of Above the line 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 crucial tool in defining and realizing brand identity. A brand is built by the customers. The role of marketers in brand building is to reach as many prospective customers as they can and communicate to them about the brand and its benefits creatively. Above the line marketing, hence, plays an integral role when it comes to brand building.