(Above-the-line), & (Below-the-line) ADVERTISEMENT
Broadcast, press, outdoor, posters, and cinema are often referred as above-the-line-media.
Direct mail, sales promotion, exhibitions, merchandising, and sales literature etc. are referred as belowthe- line-media.
This distinction in media type is based on whether the agency gets a commission or not.
In case of the former category (above-the-line), the agency gets a commission, while in
the later (below-the-line) there is no commission.
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