What is above the line marketing?
Definition of above the line marketing:
Above the line marketing is using mass media to market to a wide audience.
It’s the opposite of below the line marketing, which is more specific and targeted marketing.
The strength of above the line marketing is potential reach; the downside is often relevancy.
The clearest example of above the line marketing is a Super Bowl TV commercial. A 30-second advert at half-time can cost upwards of $5million. Obviously viewing figures will be enormous, but will that pay off?
Abbreviation: ATL marketing
Definition courtesy of Splash Copywriters