Definition of ‘Above the Line Promotion’
Historically, above the line promotion referred to promotions which required media to be booked and where advertising agencies could charge commissions. In contrast, below the line promotion such as for example, direct mail or point of sale materials, did not require media and therefore did not generate commissions.
Today, above the line promotion, often abbreviated to ATL, simply refers to any method of advertising which uses mass media such as television, radio, newspapers and magazines, posters and billboards, and cinema. Above the line promotion tends to be directed at a large, broad target group of customers making it impersonal in nature.
For further information see the Wikipedia ATL definition.
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