ATL Marketing (Above The Line)

ATL leverages mass media channels such as TV, radio, newspapers, and billboards to build mass brand awareness. It's costly, difficult to measure, and more concerned with mass reach than direct interaction.

Billboards

TV, Radio.

High Budget, Broad Impact

Less Targeted, More Exposure

ATL Marketing Key Points

Mass Reach

Has a large target audience.

Brand Awareness

Concerned with visibility, not direct sales.

High Cost

Has a large budget

Difficult to Measure

It's difficult to measure ROI

Common Channels

TV, radio, newspapers, billboards, and cinema advertising.

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