ATL (Above the Line) Marketing

Above-the-line marketing refers to the strategy of running advertising campaigns with a broad target population in order to reach a larger audience. If a firm wishes to establish itself and educate people about its offerings, its best bet is usually to start with ATL marketing. Conversions are often overlooked in ATL marketing because the brand's main goal is to spread awareness. By using this strategy, they generate goodwill and brand recognition.