Above-the-line

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The attribute above-the-line ( English for above the line , abbreviated ATL ) you know in marketing the so-called "classic" or "traditional" advertising , that is directly recognizable advertising in print media ( newspapers , magazines ) and radio ( Radio , television ) as well as cinema and outdoor advertising. It is in contrast to below-the-line advertising.

The origin of the name is unclear. According to an explanatory approach, it comes from the image of the waterline of a ship: Everything above it (the "classic" advertising) is easily recognizable for everyone, what is below mainly only for those specifically advertised. According to another explanation, the budget for classic advertising measures (ATL) was planned first. What was left on the bottom line - "below the line" - could be used for BTL measures.

The advantage of above-the-line advertising is that you can reach a large number of potential buyers with comparatively little organizational effort.

Expressions

  • Print advertisements, brochures
  • Flyers, catalogs
  • TV and radio advertising
  • Billboard advertising
  • Online advertisements (e.g. banner placements , search engine advertising)
  • Event sponsorship
  • press conference