Brands are created after consistent efforts towards building a certain mindset in your target base. Brands may be big or small or even have an umbrella culture where a parent brand holds the values core and integral to the others. As the brand becomes bigger in its size, reach and value; its audience size is also increasing and becoming more specific. Thus, brands need to focus and become visible to their prospects, customers and competitors.

As the process of marketing is understood, it is observed that different ATL activities are not just costly but they may not be sufficient to penetrate in the market. 

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