Marketing and sales
Above the line
Mass advertising aimed at everyone (TV, radio, posters, broad online campaigns) to build awareness of a brand. Often shortened to ATL.
You'll hear it as
The rebrand needs an above-the-line campaign, so expect TV.
Why it matters to you.
It's hard to measure what it brings in, so it's often the first budget to be cut.
Also called ATL.
Related terms.
Videos.
No video mentions Above the line by name yet. These are on the same topic, Business & startups.