Above the line marketing targets a small group of people with a specific message or product and tends to be more straightforward in how it’s delivered.

Above the line marketing. Advertising videos can be posted on the web. A guide to compare & contrast above the line and below the line marketing to choose one that works best for your business and keeps your budget in check. Ces médias servent à augmenter la notoriété d’un produit, d’un service ou d’une marque auprès d’une très grande audience.

Above the line (or atl) refers to conventional marketing techniques using mass media such as tv, radio, billboards or the internet. Above and below the line forms of marketing are not new. An example is a national television campaign which broadcasts creative content to viewers across one or more networks.

The main focus behind adopting atl activity is to make the people aware of the product. A hardware product may be advertised online as well. A computer company advertises its new software on its official website and social media.

Back in 1954 proctor and gamble apparently paid different rates for different marketing techniques, and so “the line” would have been an actual line in their accounting. Gradually, marketers started to differentiate activities other than advertisements as separate marketing practice called below the line (btl). Atl advertising tries to reach out to the mass as consumer audience.

Above the line marketing describes marketing messages that are transmitted to ‘the masses’ with no advanced type of targeting. Difference between above the line vs below the line. Above the line marketing is comprised of media vehicles such as television, radio, newspapers and others.

The clearest example of above the line marketing is a super bowl tv commercial. According to a reports neilson, average americans spend 3 to 4 hours. Using the emotional aspect, they connect to the audience and create enough hype for their brand to become famous.