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Above The Line


Definition: Print, TV, radio and outdoor advertising was commonly referred to as "above the line" because it earned a commission for the advertising agency. This was due to ad agencies buying advertising space and broadcast time for the client. However, since the introduction of media buying agencies, this term is now just a nod to advertising that has mass-market consumer appeal, generally branding campaigns, as opposed to direct mail and DRTV (direct response television) that solicit a sale from the consumer.

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