Expert: Leo Lingham - 5/28/2006

Question
where does the term 'above the line advertising' come from? how did that definition re mass media come about??

Answer
Above the line (ATL) is an advertising  technique using mass media  to promote brands. 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. The ATL strategy makes use of current traditional  media:
television,
newspapers, magazines,
radio, outdoor,
and internet.
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Below the line (BTL) is an advertising  technique. It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than ATL (above the line) strategy; these may include activities such as direct mail,
public relations,
sales promotion,
consumer promotions,
consumer  incentives,
trade incentives
retail  promtions etc  for which a fee is agreed upon and charged up front.
Below the line advertising typically focuses on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates.
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THIS  CONCEPT  BECAME   VERY  POPULAR  IN  LATE  '70s,  AS  THE  MARKETING
EMPHASIS  BECAME  MORE   CONSUMER  ORIENTED  AND  FOCUS  WAS  ON
THE  RETAIL  POINT  OF  GOODS  EXCHANGE--WHERE  THE CONSUMERS  MADE
THE  BUYING  DECISION / IMPULSE  ORIENTED   SHOPPING.  


IT WAS  AT THAT  TIME, THIS  DIFFERENTIATION BETWEEN
ATL  AND  BTL  CAME  INTO  EXISTENCE.

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The term "Below the Line" is rapidly going out of fashion in advertising circles as agencies and clients switch to an 'Integrated Marketing  and  Communication Approach.'


REGARDS

LEO LINGHAM