Today we’ll talk about a topic you’ve probably already encountered, consciously or unconsciously: ” above the line .” First, it’s important to explain that this is an English term coined around the 1950s, and its literal translation into Spanish means “above the line.”
And it’s nothing more and nothing less than one of the most basic advertising strategies every marketing expert should know! Above the line is a strategy geared toward macro productions. Everything on a grand scale!
It uses mass media and aims to ensure that a brand’s impact reaches a broad audience. In other words, it seeks to intensively promote a brand .
And that’s why this advertising strategy is so popular in general. It also promotes brand positioning and recognition across all audiences.
It takes place in traditional media such as radio and television, cinemas, newspapers and magazines, billboards, bus stops and subway stations, among many other forms, which also include, of course, the Internet .
One of its main characteristics is that it is not associated with target audience segmentation , as it is carried out in an almost impersonal, generalized manner. Above the line , also known as ATL, therefore has as its primary distinctive feature the ability to reach everyone.
Origin of above the line
The origins of above-the-line marketing are not entirely clear, but some trace it back to 1954 with Procter & Gamble. They began paying their advertisers rates well above what was normal for the time in order to get them to define new methods of brand promotion. The result was the above-the-line methodology .
Later, in 1999, American Express hired a renowned advertising agency to promote increased sales. The first thing the marketing specialists did was draw a line on a piece of paper : the top half contained commissionable media. The bottom half contained non-commissionable media.
After that they created a campaign to invade, massively, the first group and that is how this strategy received its name, addressing those who were above the line .
Advantages
The above-the-line technique has been very successful throughout history due to its countless advantages. Here are some of them:
- The campaign’s reach is enormous, so the message has a good chance of reaching its intended recipients.
- It reaches numerous people and covers all types of communication channels. However, it can also be selective, so it’s possible to focus only on those where the largest audience is estimated to be concentrated.
- Brands that apply this technique enjoy great recognition and awareness . People are much more likely to remember them even after the advertising is no longer in effect.
Disadvantages
However, being a type of marketing with great depth, it also brings with it the following disadvantages:
- High production costs due to investing in traditional media and their high rates.
- People’s reactions aren’t measured in real time. It’s not known whether they’re attracted to advertising or ignore it. Measuring this takes time.
Differences between above the line and below the line
To understand the difference between above the line and below the line, it’s important to know what the latter means. Its meaning in Spanish is “below the line.” Therefore, it’s characterized by segmenting your target audience to personalize according to your potential customers’ tastes.
That would then be the first difference with respect to above-the-line advertising, which opts for a mass-marketing campaign . But beyond that, each has its advantages. In fact, we’ve already mentioned those of ATL. But below-the-line advertising isn’t far behind, as it offers rapid measurement of audience feedback and is much more cost-effective.
Examples of above the line
McDonald’s, the hamburger giant, is a brand that uses this method. They place their ads in traditional media outlets where they can reach without defining a target audience. And they’re always successful!
Another case to consider is the watch brand Sandoz, which is characterized by applying ATL through print ads , in newspapers and magazines.
