Above-the-line advertising (ATL) is used when the focus is on mass media promotion to reach a big audience. Radio, television, print media such as newspapers and magazines, and billboards are all examples of ATL.
Because it is designed to reach a bigger audience and increase brand awareness, above-the-line advertising offers many advantages.
On the other hand, this type of marketing comes at a high expense and is usually reserved for larger corporations.
Here are a few of the most important advantages of above-the-line advertising:
Brand awareness: ATL is great for increasing brand awareness on a large scale and significantly impacts consumer recognition. Without this type of advertising strategy, it’s very difficult to develop a well-known brand.
Attention-grabbing: When auditory and visual elements are combined in above-the-line advertising, the attention-getting quality is increased to levels not seen in other kinds of advertising. This is because audio and visual media require the consumer’s full attention.
Reach: ATL advertising is the most successful advertising method for reaching a broad audience. Brands that invest in above-the-line advertising virtually always see a positive return on their investment.