The term Above The Line (ATL) refers to advertising investments aimed at mass media, distinguishing them from smaller investments such as Below The Line.
Moreover, above the line separates an enterprise's budget between traditional communication channels, such as TV, radio media, and other means used for different activities like promotions, sponsorships, etc.
In the above the line category, the portion of the budget allocated to media is written, while in the below the line category, other actions are detailed.
Above The Line Communication
The above the line communication occurs when the advertising message is conveyed through traditional media.
They are the main channels to invest in when, with your message, you want to reach a broader target.
Indeed, to define an ATL communication, it is important to study whom to reach with the advertising message.
Furthermore, it's important to understand what kind of communication is part of the ATL line and what is not.
For example, strategies of digital marketing and display marketing can be considered a form of above the line communication.
Advantages of above the line communication
When implementing a marketing strategy, it is important to set objectives to achieve.
Above the line communication allows brands to have more (Note: The translation ends abruptly because the original text provided was not complete. If there is more text that needs translating, please provide the continuation.) visibility compared to other forms of communication because it leverages media as a vehicle.
Moreover, it allows breaking up the user's reading and browsing experience to make them pay a certain attention to messages that they would ignore in another context.
Finally, it succeeds in defining and conveying brand identity enough to reach a wider audience and allows for more conversions.
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