Above the line

Mit dem Attribut above-the-line (englisch „über der Linie“, Abkürzung „ATL“) versieht man im Marketing die so genannte „klassische“ oder „traditionelle“ Werbung, also die überwiegend direkt erkennbare Werbung in Printmedien (Zeitungen, Zeitschriften) und im Rundfunk (Radio, Fernsehen) sowie Kino- und Außenwerbung. Sie steht damit im Gegensatz zur Below-the-line-Werbung.

Die Bezeichnung rührt vom Bildnis der Wasserlinie eines Schiffes her: Alles darüber Befindliche (die „klassische“ Werbung) ist für jedermann leicht erkennbar, das darunter Befindliche hauptsächlich nur für die gezielt Beworbenen. Das Bild ist jedoch nicht immer konsistent. So gilt Online-Werbung als below-the-line, obwohl sie sich in ihrer Sichtbarkeit und Zielorientierung nicht grundsätzlich von der Above-the-line-Werbung unterscheidet. Einem anderen Ansatz nach wurde zuerst das Budget für klassischen Werbemaßnahmen (ATL) geplant. Was unter dem Strich - "below the line" - noch übrig blieb, konnte für BTL-Maßnahmen verwendet werden.

Der Vorteil der Above-the-line-Werbung liegt darin, dass man mit vergleichsweise wenig organisatorischem Aufwand eine sehr große Zahl von potenziellen Käufern erreichen kann.


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