Above-the-Line Advertising

Above-the-Line Advertising - advertising which employs one of five main media - the press, television, radio, cinema and posters.

Usually done through long-term above-the-line advertising and appropriate packaging and graphics. These traits inform brand behavior through both prepared communication/packaging, etc., and through the people who represent the brand - its employees.

- the press, television, radio, cinema and outdoors, below-the-line advertising employs a variety of methods - direct mail, sponsorship, merchandising, trade shows, exhibitions, sales literature and catalogues, etc see above-the-line advertising ...

See also: Product, Marketing, Buyer, Rough, Rate