ATL

ATL, or Above-The-Line, refers to the portion of a company's marketing and advertising activities that involve broad, mass-market strategies aimed at building brand awareness and reaching a large audience. These activities typically include TV, radio, print ads, and online media campaigns. ATL efforts are usually planned and executed by specialized agencies and are measurable through metrics like reach and impressions. They are contrasted with BTL (Below-The-Line) activities, which focus on more targeted, direct marketing approaches. Overall, ATL helps establish a company’s brand presence on a wide scale.