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Above-The-Line Marketing: ATL is an advertising technique using specific channels to promote products and services.
Above-the-Line Advertising - advertising which employs one of five main media - the press, television, radio, cinema and posters.
Above-the-Line Costs - Production costs related to story and script, producer, director and stars. The program's other costs are "below-the-line." ...
There are two key categories of advertising, namely 'above-the-line' and 'below-the-line.' The definitions owe a lot to the historical development of advertising agencies and how they charge for their services.
Usually done through long-term above-the-line advertising and appropriate packaging and graphics. These traits inform brand behavior through both prepared communication/packaging, etc., and through the people who represent the brand - its employees.
major media - the press, television, radio, cinema and outdoors, below-the-line advertising employs a variety of methods - direct mail, sponsorship, merchandising, trade shows, exhibitions, sales literature and catalogues, etc see above-the-line ...
 See also: Service, Mission, Marketing, Control, Advertising
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