Above-the-line – Advertising for Everyone
Above-the-line (ATL) refers to various communication methods of traditional advertising in marketing. This includes print advertising (newspapers, magazines), outdoor advertising (posters, mega-lights, road screens), indoor advertising (mall videos, fitness videos in studios), online advertising, as well as radio, cinema, and TV advertising. These media are considered mass media because they are generally visible to everyone – hence, Above-the-line.
With Below-the-line Measures, also known as BTL measures, target groups are addressed directly or personally.
ATL – Advertising with Impersonal Target Audience Addressing
Above-the-line advertising is clearly recognizable as advertising. The target audience is addressed impersonally and always targets a larger group. Possible advertising carriers are accessible to everyone and are located either in public spaces on the street, at touchpoints such as shopping malls, or in private environments. You can use Above-the-line communication tools to reach a wide audience and achieve high reach. In this context, Above-the-line advertising is often referred to as “advertising for everyone.” However, this does not mean that mass media are not designed with the target audience in mind by media planners. For example, in a pure print campaign, consider the many different interests of magazine readers. A “Glamour” magazine will likely not reach many men or older readers. Or, the “Frankfurter Allgemeine Zeitung” will not appeal to readers from lower-income and educational backgrounds. With billboard or direct mail advertising, you can, for example, increase the efficiency of your advertising efforts through geomarketing. All of these factors are considered by media planners – like us at Trebbau – when planning campaigns.
Typical Above-the-line Advertising Media:
- Print Advertising
- Billboards, Mega-Lights
- Radio, Cinema, TV Spots
- Brochures, Flyers, Catalogs
- Display Ads
- Special Advertising Forms like Door Hangers, HELLO! Flyers, etc.
Above-the-line advertising is effective. With billboard or radio advertising, you can reach many people and nearly every age group. Even print media like flyers and ads achieve very high reach. If you choose to place ads in Above-the-line media, you are consciously accepting more scatter losses, but on the other hand, reach media give you the chance to attract many new customers with relatively little effort.
Your Contact for Above the Line Advertising
Are you interested in Above-the-line measures and would like to know how to use these media efficiently and successfully for your products/services? Then talk to Heike Oeckinghaus (oeckinghaus@trebbau.com, Tel.: 0221/37646 – 391), our media specialist. She is an expert in the media field and will gladly create a customized media plan tailored to your product.