ATL-promotion
ATL - ordinary, traditional, explicit advertising or marketing in general,
announcements and commercials in the media, outdoor advertising.[Jefkins F. p.
394]
ATL are marketing activities that are most used to build brand awareness and
establish goodwill. They are widespread campaigns, largely untargeted and
undertaken at a general level. An excellent example of an ATL Marketing
approach is a national or even a global TV ad campaign, where the same advert
is shown across the country to people of all demographics. Instead of targeting
the ad at specific people identified already as potential customers, the purpose
of the ad is to broaden a brand’s horizons, reaching more people and
establishing themselves more clearly and with a clear image.
Other examples include print media and radio broadcasts, which again reach
many people over a large area, thereby accessing a mass market of prospective
customers. [TBS Marketing]
Jefkins F. (2000). Advertising media: Above-the-line. London: Pearson education.
TBS Marketing (2020). Difference between ATL, BTL, and TTL. TBS Marketing. Retrieved from https://tbs-marketing.com/difference-between-atl-btl-and-ttl-advertising/