Uses mass media as a medium to promotebrands and reach out to target consumers. This kind of advertising isusually aimed towards a large number of audiences and is much moreeffective, when the target group is very large and difficult to define.
ATL technique majorly employs TV and radioadvertising, print advertising and internet banner ads.Assuring of the widest reach ATL advertising is oftenthe most preferred form - the reason why mediaagencies fiercely compete for prime time spots in T.V, Radio and appropriate page and size in print or web. In other words, if an ad is submitted for publication and a commission is paid toan ad agency to feature the ad, this is known as ATL.
However, changing customer preferences and choices started taking its tollon ATL promotions, which became more than often a customary and too-conventional form of advertising. Thats where the idea of below the lineadvertising started scoring.To reach consumers directly through alternative forms of marketing other thantraditional advertising channels used in ATL advertising follows anunconventional and direct form of marketing communication. These includeactivities such as distribution of pamphlets, handbills, stickers, promotions,brochures placed at point of sale, on the roads through banners and placards.