Explain any three product-related considerations to be used by an entrepreneur while selecting the channel of distribution. Explain 'above-the-line' promotion strategy used by a company to promote its products.

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### Product-Related Considerations for Channel Selection

**1. Unit Value of the Product:** When the product is very costly, it is best to use a small distribution channel. For example, industrial machinery or gold ornaments use short channels. Less costly products use long distribution channels.

**2. Standardised or Customised Product:** Standardised products like Milton utensils with pre-determined costs and no scope for alteration use long distribution channels. Customised products like furniture requiring face-to-face interaction between manufacturer and consumer use direct sales.

**3. Perishability:** Highly perishable products like fresh milk and bread require minimum or no middlemen. Durable goods with longer shelf life can use longer distribution channels involving multiple middlemen.

### Above-the-Line (ATL) Promotion Strategy
ATL promotions use mass media methods and focus on advertising to a large audience. It includes conventional media like print, online, television, and cinema advertising. ATL activities include advertisements in the press, online banner advertisements, billboards, and using websites. This approach is effective for establishing brand identity but is expensive and difficult to tailor to specific consumer groups.