Above The Line

Above the line, advertising is also popularly known as ATL advertising is the format of advertising or marketing where common and traditional techniques of marketing are used. The focus of above-the-line marketing is present in reaching a wider audience with the help of mass media tools such as television, radio, magazine, newspaper, billboards, and many more. 

It is often called a traditional format of advertising as it makes use of the traditional tools that were used for marketing. The usage of above the line is done for varied purposes. Some of its common advantages are as follows:

• Brand awareness: Brand awareness is one of the greatest perks that can be gained through above-the-line marketing. The focus tool of ATL marketing is mass media elements such as televisions, newspapers, magazines, and radio. These are one of the most commonly used tools when it comes to the matter of addressing a large public gathering. Therefore, brand awareness and letting the brand become popular is highly possible when above-the-line marketing is used. 
• Attention attracting: The mass media tools are often in vast sections. The usage of it is often on a big scale with a high proportion of media coverage. This enables the brand to easily gain the attention of a wider audience over other tools of marketing. 
• Wider reach: Above-the-line tools like television and newspaper are seldom bounded by geographical limitation. They easily transverse locations and places, enabling them to get a wider reach or vast fellowship. Above-the-line marketing offers an extensive reach that cannot be possible when using other formats of marketing. 

Apart from the above-mentioned perks, above-the-line marketing or ATL also possess certain limitations. They are as follows:

• Segment focus: Segmentation of the crowd is the greatest limitation that ATL marketing faces. The marketing tools above the line are often grouped into a single audience. There are very limited scopes that are available for categorizing the audience or the users. This will raise the issue of not being able to customize the content that will be more impactful to the desired audience. 
• Measurable: Most of the above-the-line marketing offers only a single-way communication where it is not possible to get a review back. The prospect of communication is very limited in above-the-line marketing as it doesn’t pave way for the customers or the audience to react back. This makes it hard to measure the impact that above-the-line marketing might have upon the audience. This will also curb the growth of the marketing process, as there is only limited knowledge available regarding the impact of the marketing. Thus, plans will also be delayed.

• Relation building: Adding to the limited amount of communication, above-the-line marketing will have a very weak bond built with the audience. It is a one-way path where other side interaction does not reach the business sector. Thus, customers might often feel distant from the brand

Above the line marketing is one of the most effective and powerful tool of marketing, if its tools are being used in the right manner.

Above the line, advertising is also popularly known as ATL advertising is the format of advertising or marketing where common and traditional techniques of marketing are used. The focus of above-the-line marketing is present in reaching a wider audience with the help of mass media tools such as television, radio, magazine, newspaper, billboards, and many more. 

It is often called a traditional format of advertising as it makes use of the traditional tools that were used for marketing. The usage of above the line is done for varied purposes. Some of its common advantages are as follows:

• Brand awareness: Brand awareness is one of the greatest perks that can be gained through above-the-line marketing. The focus tool of ATL marketing is mass media elements such as televisions, newspapers, magazines, and radio. These are one of the most commonly used tools when it comes to the matter of addressing a large public gathering. Therefore, brand awareness and letting the brand become popular is highly possible when above-the-line marketing is used. 
• Attention attracting: The mass media tools are often in vast sections. The usage of it is often on a big scale with a high proportion of media coverage. This enables the brand to easily gain the attention of a wider audience over other tools of marketing. 
• Wider reach: Above-the-line tools like television and newspaper are seldom bounded by geographical limitation. They easily transverse locations and places, enabling them to get a wider reach or vast fellowship. Above-the-line marketing offers an extensive reach that cannot be possible when using other formats of marketing. 

Apart from the above-mentioned perks, above-the-line marketing or ATL also possess certain limitations. They are as follows:

• Segment focus: Segmentation of the crowd is the greatest limitation that ATL marketing faces. The marketing tools above the line are often grouped into a single audience. There are very limited scopes that are available for categorizing the audience or the users. This will raise the issue of not being able to customize the content that will be more impactful to the desired audience. 
• Measurable: Most of the above-the-line marketing offers only a single-way communication where it is not possible to get a review back. The prospect of communication is very limited in above-the-line marketing as it doesn’t pave way for the customers or the audience to react back. This makes it hard to measure the impact that above-the-line marketing might have upon the audience. This will also curb the growth of the marketing process, as there is only limited knowledge available regarding the impact of the marketing. Thus, plans will also be delayed.

• Relation building: Adding to the limited amount of communication, above-the-line marketing will have a very weak bond built with the audience. It is a one-way path where other side interaction does not reach the business sector. Thus, customers might often feel distant from the brand

Above the line marketing is one of the most effective and powerful tool of marketing, if its tools are being used in the right manner.