Above-The-Line (ATL) Marketing refers to promotional activities that are conducted through mass media channels aimed at reaching a wide audience. Examples include television, radio, print advertisements, and large-scale digital advertising. ATL marketing is typically used to build brand awareness and shape perceptions on a broad scale, rather than targeting a specific niche or individual consumer.
This strategy involves significant investment and is measured in terms of reach and frequency. It is especially effective in establishing a brand’s presence in competitive markets by disseminating key messages across widely viewed channels. The impact of ATL marketing is generally long-term, aiming to create sustained brand equity and a consistent message across multiple demographics and geographic regions.