ATL

ATL (Above The Line) - a set of measures taken to promote a product or service in the media.

ATL includes most advertising on the Internet, on radio, on television, in print, in crowded places, etc. This covers a wide variety of strata and groups of the population. Advertising activities that involve events such as giveaways, sponsorship events, tastings and guerrilla marketing are called the term BTL (Below The Line). Roughly speaking, ATL is a standard media advertising, while BTL refers to a variety of promotions, often of a creative nature and often carrying an indirect, veiled message.

According to legend, the term ATL originated when the manager of a large company (according to some sources, it was Procter & Gamble) made a list of expenses needed to run a large advertising campaign. He drew a line under the list, intending to calculate the costs, and only then noticed that the list did not include events that were not related to the media. Then he added them below, as a result of which all actions were divided by a line into two parts.

Recently, the opinion has been heard more and more often that the division of advertising into ATL and BTL is no longer relevant. And the winners are those companies that use a mixed approach to promote their products.

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