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ATL & BTL Agencies refer to two different styles of marketing agencies, especially in promotion marketing and communication. "ATL" stands for "Above The Line", meaning that the advertising is going to be deployed around a wider target audience, e.g. television (TVC), radio, or billboards. applicable when a product is directed for a broader spectrum of consumers, for example a soft drink ...
The term above the line is used for advertising involving mass media; more targeted forms of advertising and promotion are referred to as below the line (BTL). [ 63 ] [ 64 ] The two terms date back to 1954 when Procter & Gamble began paying their advertising agencies differently from other promotional agencies. [ 65 ]
Above the line may refer to: Above the line (filmmaking), an accounting term used in film production to denote expenditures that occur prior to filming; Above-the-line deduction, a type of tax deduction in the United States of America; Above the line (advertising), advertising involving mass media; A component of contract bridge scoring
Ambush marketing or ambush advertising is a marketing strategy in which an advertiser "ambushes" an event to compete for exposure against other advertisers. The term was coined by marketing strategist Jerry Welsh, while he was working as the manager of global marketing efforts for American Express in the 1980s. Most ambush marketing campaigns ...
Often, the term is used for matters related to the film's production budget. Above-the-line expenditures reflect the expected line item compensation for an official above-the-line member's role in a given film project. These expenditures are usually set, negotiated, spent and/or promised before principal photography begins.
Above the Law (ATL) is a news website about law, law schools, and the legal profession. [1] Established in 2006, the site is owned and published by Breaking Media. [2]
"The Best Men Can Be" was a corporate social responsibility advertising campaign from the safety razor and personal care brand Gillette of Procter & Gamble. The campaign launched on January 13, 2019, with the digital release of a short film entitled We Believe: The Best Men Can Be .
Above-the-line deductions are generally more advantageous for a high income taxpayer than so-called below-the-line deductions. Below-the-line deductions are subtracted from a taxpayer's adjusted gross income. Above-the-line deductions may also be subject to income-sensitive phaseouts or limitations, e.g., MAGI limits on the tuition and fees ...