above-the-line promotion


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‘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.

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.