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.

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.
References in periodicals archive ?
Above-the-line promotion is a significant feature of the market
Once it's on the shelves,Wilson plans instore demos to initially tempt consumers -- a practice more common in the US -- followed by an above-the-line promotion, including a series of TV ads and print ads.
Given the recent investment in above-the-line promotion of their own brands, says Wisson, it is perhaps unsurpising that retailers are now launching into sectors which historically had low private label penetration.
We're not ruling out above-the-line promotions," she added.