ATL focuses on directing communication towards the mass market. How to reach the right audience has always been a mystery for brand managers, but all in all this can be divided in three basic categories.įirstly, let’s talk about the ‘Above The Line (ATL)’ strategy. There is no one-size-fits-all approach here – some brands need to advertise to a larger set of people and some to a very niche set. Marketing has always been about personalization and the same holds true for marketing campaigns.
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