ATL-BTL and other roles of a copywriter
above the line advertising above the line advertising is used when mass media is deployed to boost a brands promotion to the maximum audience. it is when an advertising message is broadcast to a large audience in an unsophisticated way of targeting via traditional offline media such as: - radio - TV ads - billboards - newspapers - magazines the purpose of ATL advertising is to create a brand identity and establish awareness for the brand. However, ATL is quite expensive for example, prime time slots demand prime rates and it can be difficult to track your investment. the result from ATL advertising is it drives customer response. the response rate for ATL advertising is difficult to measure. ATL advertising example 1: this McDonalds advert is an example of ATL advertising because it is a billboard. billboards are one of the many ways copywriters use ATL advertising. the billboard itself is promoting itself to a larger audience as they are displayed over a road th...