Definition of Above-the-line advertising

See Above the line for other meanings and uses of the phrase.

Above the line (ATL) is an advertising technique using mass media to promote brands. Major above-the-line techniques include TV and radio advertising,web and internet banner ads. This type of communication is conventional in nature and is considered impersonal to customers. It differs from BTL (Below the line), that believes in unconventional brand-building strategies, such as direct mail and printed media(usually involve no motion graphics). The ATL strategy makes use of current media: television, radio, Outdoor Monitor,and internet.