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  Above the Line (ATL)

ATL is a type of advertising through media such as television, cinema, radio, print, and Out-of-home to promote brands or convey a specific offer. This type of communication is conventional in its nature and is considered impersonal to customers. It differs from BTL advertising, which uses unconventional brand-building and promotional strategies, such as direct mail, sales promotions, flyers, point-of-sale, telemarketing and printed media ( for example brochures,and usually involves no motion graphics). It is much more effective than when the target group is very large and difficult to define.

 

 

 

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