ATL is a type of advertising through media such as television, cinema, radio, print and Out-of-home to promote brands or convey a specific offer. This type of communication is conventional in its nature and is considered impersonal to customers.

It differs from BTL advertising, which uses unconventional brand-building and promotional strategies, such as direct mail, sales promotions, flyers, point-of-sale, telemarketing and printed media (for example brochures) – and usually involves no motion graphics. It is much more effective than when the target group is very large and difficult to define.


ATL Activities means "Above the line" i.e. Non-personal promotional activities i.e. TVC, Print Media etc.