Above the line marketing

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

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