What ATL Marketing with Practical Examples

ATL stands for Above-the-Line marketing. This refers to promotional activities that target a wide audience through mass media channels, typically with the main objective to acquire new customers.

Examples of ATL Marketing:

• Television & Radio
• Print media (newspapers, magazines etc)
• Outdoor advertising (billboards, digital screens, posters on bus shelters, train etc)
• Sponsorship’s and Events (sporting events, concerts, festivals etc).

Key Takeaway:

ATL marketing channels are typically used to create brand awareness, reach a broad audience and generate interest in products or services.

However, they can be very costly to run and the ROI (return on investment) is often difficult to evaluate, compared to more targeted marketing strategies such as, digital marketing or BTL (below the line) marketing.