Promotion "Above the Line" and "Below the Line"

Promotion can be loosely classified as “above the line” and “below the line” promotion. The promotional activities carried out through mass media like television, radio, newspaper etc. is above the line promotion. The terms ‘below-the-line’ promotion or communications, refers to forms of non-media communication, even non-media advertising. Below-the-line promotions are becoming increasingly important within the …