What does Above-the-Line mean?
Above-the-Line is also referred to as ATL for short. Translated, it means "above the line". It is directly recognizable advertising that takes place in the print media, on the radio, as cinema advertising or outdoor advertising. It is classic advertising and the opposite of Below-the-line Advertising.
Where does the term Above-the-Line come from?
The origin of the term is still not entirely clear. Some people believe that the method originates from the waterline formation of a ship. It looks something like this:
- What is above the waterline is easily perceptible to everyone.
- The things that are below the waterline are usually only recognizable by those who are specifically advertised.
Other people recognize an explanation in the budget. In the first step, the budget framework was defined for the classic marketing measures. If any of the budget remained, it would be used for below-the-line marketing measures.
How does above-the-line work?
Companies or agencies design just one ad. As soon as the ad is finished, it can be printed in a wide variety of magazines. The same applies to flyers and posters. One design is enough to print many copies. For example, it is possible to print flyers for an exciting Trade fair or a Event to be printed out and distributed by promoters or service staff who employed by a promotion and personnel agency in short-term employment are. However, scattering losses are to be expected with this variant, as there are many people who throw the flyers and brochures away straight away. Other marketing measures such as geomarketing and below-the-line would be more efficient and effective.
Where is above-the-line advertising used?
Classic advertising is broadly diversified so that as many potential interested parties and buyers as possible are reached. The organizational effort is very limited. Marketing measures include the following:
- Brochures and advertisements in print media
- Posters as advertising for trade fairs and other events
- Advertising on TV and radio
- Distribution of flyers and catalogs
- Installation of advertising signs and customer stoppers
However, online advertising should not be forgotten either. These include search engine advertising and the use of banners.
What is the aim of above-the-line marketing?
These marketing measures are intended to convey advertising messages to the Target group be disseminated by suitable means. The aim of advertising is to entice people to buy a product or use a service. The target group of such marketing methods is broad and not clearly defined.
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