ATL (above the line)

Contents

• Definition of ATL and BTL
• Differences between ATL and BTL
• Goals and advantages of ATL advertising
• Features of ATL advertising
• Main channels of ATL advertising
• Internet marketing and its connection to ATL

Definition of ATL and BTL

ATL (Above The Line) is a direct promotion strategy that uses traditional marketing channels to reach a wide audience. This term was first introduced in 1954 by Procter & Gamble, which in its reports divided the advertising budget into two categories: expenses for traditional media and costs for more targeted activities. Examples of ATL advertising can be seen in Coca-Cola's iconic New Year commercials, which have become emblematic of the brand and its recognition.

Differences between ATL and BTL

ATL advertising targets a mass audience and aims to increase brand awareness. For example, when a yogurt manufacturer launches an advertisement on national television, it creates associations with the product that can influence purchasing behavior. This contrasts with BTL advertising (Below The Line), which is aimed at a specific target audience, such as through promoters in stores who can interact directly with customers.

There are also TTL advertising strategies (Through The Line), which combine elements of both categories. For instance, advertising campaigns may include outdoor advertising and in-store tastings. TTL also encompasses digital marketing tools that allow for simultaneous engagement with a mass audience while applying fine targeting adjustments.

Goals and advantages of ATL advertising

The main goals of using ATL advertising include:

• Increasing brand awareness;
• Expanding the target audience;
• Increasing product demand;
• Strengthening loyalty among existing customers;
• Informing about new products and promotions;
• Strengthening the brand's market position.

ATL advertising allows for significant reach at local, regional, and national levels, making it particularly effective for consumer goods, especially when launching new products.

Features of ATL advertising

ATL advertising differs from other forms of promotion with the following characteristics:

• Wide audience reach — messages can be heard or seen by anyone with access to the advertising channel;
• One-way communication — companies do not receive feedback from customers, making this promotion more about influencing consciousness;
• Less emphasis on conversions compared to BTL advertising — the goal is not immediate sales, but rather the formation of image and brand loyalty.

Examples of ATL advertising include placing promo codes on the radio or coupons in print media, which can introduce an element of interaction.

Main channels of ATL advertising

Traditional channels of ATL advertising include:

• Television: includes commercials and integrations into TV shows, providing wide audience reach;
• Radio: advertising on radio stations and audio ads in public places such as subways;
• Print advertising: announcements in newspapers and magazines, which, while losing popularity, can still attract attention;
• Outdoor advertising: billboards, banners, and advertising on transportation that many people see daily.

Internet marketing and its connection to ATL

With the development of the internet, the boundaries between ATL and BTL have begun to blur. Some marketers believe that online advertising falls under BTL or TTL, depending on how it is implemented. The internet provides the opportunity to reach a mass audience while simultaneously conducting targeting, making it a unique tool in the marketers' arsenal.

Ultimately, it is not so important which type the advertising belongs to. The main thing is that it is effective and achieves the set goals. Modern marketing strategies often require flexibility, and a combination of different approaches can yield the best results.