LO2: Explanation of Media Choices for the Client

Advertising Choices

"Above the line" methods of advertising I may use:

• Internet
• Magazine

"Below the line" methods of advertising I may use:

• Social Media
• Sponsorship

There are three reasons why I would use ATL (above the line) advertising methods:

1) Reach – Implementing a strong ATL advertising plan can help the brand reach far and wide. Most of the banks as well as retail showrooms regularly advertise their reach via ATL media to entice customers to visit their showrooms.

2) Attention – With a combination of Audio and visual, the penetration levels of ATL media is higher than any other type of advertising. Television and radio literally demand attention through their creatives. Whereas newspapers have high involvement so that the customer does read through the ads also. Finally, out of home too, when placed properly has a huge impact on decision making and creating excitement.

3) Brand building – Any brand which wants a name for itself has to invest in brand building via ATL channels. Most of these brands start with Out of home advertising, then progress to Radio and print. And finally some of them might progress to TVC or will continue with the other media. Nonetheless, a brand cannot be built just by below the line marketing.