above-the-line promotion

‘above-the-line’ promotion

a form of promotion, especially ADVERTISING, where an ADVERTISING AGENCY is paid a commission for buying space or time in the MASS MEDIA such as a newspaper or commercial television company.

‘below-the-line’ promotions such as POINT OF SALE DISPLAYS and demonstrations, by contrast, do not involve the payment of a commission. See PROMOTIONAL MIX.

Collins Dictionary of Business, 3rd ed. © 2002, 2005 C Pass, B Lowes, A Pendleton, L Chadwick, D O’Reilly and M Afferson

above-the-line promotion

the promotion of goods and services through media ADVERTISING in the press and on television and radio, as distinct from below-the-line promotion such as direct mailing and in-store exhibitions and displays. See SALES PROMOTION AND MERCHANDISING.

Collins Dictionary of Economics, 4th ed. © C. Pass, B. Lowes, L. Davies 2005