Jeremy B
 |
Above the line usually refers to mass market media; TV ads, newspaper, magazine, billboards - the kind of stuff that people tend to think of as "advertising".
Below the line usually refers to more targeted media; telemarketing, direct mail (junk mail), email marketing, etc. - the kind of stuff that people tend to think of as "annoying".
You will occasionally find agencies that refer to themselves at "through the line" meaning that they handle both above and below the line. |
Justasking
|
traditionally, above the line methods are associated with mass distribution methods, i.e., television, print, radio, etc.... and below the line is associated with more direct, focused means of communication, i.e., direct mail, email, online/digital, or guerilla marketing tactics.
hope this helps! |
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