What does it mean "below the line"?

In advertising, the term "under the line" concerns marketing campaigns focused directly on individual consumers and provides personal contact with advertising. This is in contrast to borderline strategies, such as advertising on bulk media, aimed to build brand recognition and project the general image of the company rather than landing of a specific sales. This term is considered somewhat outdated in many areas of the marketing community, because advertising is no longer developing up and below the border, and people can prefer the term “integrated communication approach” to speak of advertising strategies. In addition, it is also possible to consider promotional actions under line advertising to attract customers or increase customer loyalty at the trade level. This contrasts with campaigns for mass media brands. Historically, advertising agencies commanded very large commissions for such campaigns, but were not involved in direct marketing efforts.

Another important aspect under line advertising is fixed costs. Rather than performing a commission work, it is carried out for a set and a fixed contact fee. For example, something like the sale of a catalog requires that expenditure on the design, printing and mail of catalogs, but large commissions for creative work do not deal with, while online advertising pays for impression. In the above -ground advertising, the company entered to charge advertising fees and deposit the cost of placing advertising in this fee, which provides inclusive services by its expertise for brand management.

through line communication, bridging aspects of both approaches, is becoming more common. Shifts in the way the media are used have also changed the way people develop and talk about advertising. Something for the viral video campaign viral video, for example, is not exactly suitable for the model above and under the line, because it may not achieve traditional advertising goals. Development of things like web TV where people can communicate PRome with ads on mass media, also changed the way advertisers present material.

Some people continue to consider advertising as to whether it is below or above the line. Very traditional advertising agencies with an established billing structure can refer to these Terms and Conditions to their statements for clients and familiarize them with how the account account is dealt with. Large companies can also be familiar with this terminology and may prefer it in discussion on the development of new advertising campaigns. Other companies use different terminologies, reflecting changing trends in advertising.