Above the line

Above the Line
Used to describe ´traditional´ marketing activities that do not require a direct response but instead build awareness of goods or services, e.g. television and radio, posters and press.

Above the line
“Above the Line' is the term commonly used for advertising for which a payment is made and for which commission is paid to the advertising agency.

Above the line
Advertising for which a payment is made and for which commission is paid to the advertising agency.
Also see 'Below the line' and 'Push versus pull promotion'.
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Above the line
A traditional term for mass media promotion such as TV or cinema ads
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sometimes described as "above the line" (media advertising such as radio, TV, newspapers, magazines) or "below the line" (non-'media' methods such as brochures, direct-mail, exhibitions, telemarketing and public relations), ...

Non-media advertising or promotion when no commission has been paid to the advertising agency. Includes direct mail, point of sale displays, giveaways. See also, 'above the line' and 'push versus pull promotion'.

See also: Advertising, Promotion, Service, Sales, Product