Above The Line Sales Promotion
ATL is a type of advertising through media such as television, cinema, radio, print, and Out-of-home to promote brands or convey a specific offer. This type of communication is conventional in its nature and is considered impersonal to customers. It differs from BTL advertising, which uses unconventional brand-building and promotional strategies, such as direct mail, sales promotions, flyers, point-of-sale, telemarketing and printed media (for example brochures) – and usually involves no motion graphics. It is much more effective than when the target group is very large and difficult to define.
The term comes from top business managers and involves the way in which Procter & Gamble, one of the world’s biggest advertising clients, was charged for its media in the 1950s and 1960s. Advertising agencies made commission from booking media (Television, cinema, radio, press, out-of-home and magazines). As below the line had no media involvement there was no commission to be made for the advertising agencies. The accountants thus labeled the different media ATL and BTL depending on where it would sit in the balance sheet and profit and loss accounts (ATL where they made a profit and BTL where they did not) Since then, models have changed and clients are no longer charged for their media in that way.
Read more about this topic: Below The Line (advertising)
Famous quotes containing the words line, sales and/or promotion:
“There’s something like a line of gold thread running through a man’s words when he talks to his daughter, and gradually over the years it gets to be long enough for you pick up in your hands and weave into a cloth that feels like love itself. It’s another thing, though, to hold up that cloth for inspection.”
—John Gregory Brown (20th century)
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—St. Francis De Sales (1567–1622)
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—Rutherford Birchard Hayes (1822–1893)