In the beginning, there was ATL
The abbreviation ATL stands for ‘above the line.’ Some publications say that the notion of ATL appeared spontaneously while composing a budget of an American company (allegedly Procter & Gamble). Only traditional advertisement costs were listed in the draft budget, including television, radio, printed media, outdoor and movie theatre ads. Yet, company employees then considered free distribution of sample products, discount programs, sponsorship, sweepstakes, etc., which made them draw a line below the initial list of costs in order to include these previously uncharted promotion costs. In the course of time the above advertising budget structure gained popularity and started to be practiced across the globe. Thus, the notion of ATL appeared in Latvia; it includes five basic media, namely: television, radio, printed media, outdoor and movie theatre ads; some experts also attribute web and transport ads to this type. The remaining advertising types are called BTL (‘below the line’): ads at sales locations, lotteries and competitions, promotion, merchandizing, direct marketing and other types.
In-Store TV opens new horizons to advertisers because In-Store TV stands in-between ATL and BTL and incorporates the advantages of both communication types. Television commercials may draw initial interest of the customer to the brand, while supermarket television may become their logical continuation.
In-Store advertising compared to traditional media
- In-Store advertising is more purposeful; it provides for marketing research and study of effectiveness.
- The audience at consumption points is both active and receptive.
- Advertising information is better accepted.
- Advertising costs can easily be calculated on the basis of sales results.
In-Store advertising compared to radio advertising and TV commercials
- TV commercials and radio advertising are often considered an irritating factor, while advertising at consumption points is supplementary and informational.
- The audience may not skip to another channel.
In-Store advertising compared to printed media
- Newspapers and magazines are generally read through once. In-Store ads are reproduced with a preset frequency.
- In-Store ads are dynamic and colourful.
- This advertising type is cost-effective and purposeful.