What does 'above the line' mean?
Answer:
Above the line media refers to the traditional mass media (TV, Radio and Press). These are all the 3 main audience deliverers in the UK market place.
Below the line media refers to those which offer a smaller but more targeted audience, the internet is the best example of this.
In this day and age, advertisiers will try to have through the line campaigns which exploit both the above the line media routes to ensure a mass presence and the below the line routes to ensure there is little wastage in terms of their target audience.
Not on it or below it.
THE BEST ?
it means yahoo answers has reached it's limit, (line) for dumb questions for the day.
above the bread line. it means that you have more than you should have or you live a life that is more than what others have. the line is being drawn by the standard wage. if you earn more than the avarage joe, then you are above the line.
hope this makes sense.
We need the context to give a proper answer to that.
It can mean:
1. A bank account is 'above the line' if it is in the positive, rather than in overdraft.
2. It can mean something is legal.
Neither of these really seems to apply to advertising and marketing, so you need to give more information!
Above the line is traditional advertising and below the line is untraditional advertising.
In finance, it means income that is taxable, or it can just mean gross revenues.
Above the line in advertising tends to refer to the type of media that you are using in a campaign, say for example you are choosing to advertise on TV this would be considered above the line advertising. Below the line are things such as direct mailing and viral email campaigns.
Large more expensive medias tend to be above the line, less expensive less complex tend to be below the line
'ATL' or 'Above the line' is a hang up from old accounting terminology where advertising investment went above the line Gross Margin on a Profit and Loss Statement. 'BTL' or 'Below the line' was then taken away after this. Hence the terminology. Might be wrong with the actual description but the descriptions do come from old accounting terminology.
How it is accounted for has now changed but the terms remain, used as follows:
ATL: All advertising and mass communication
BTL: All other marketing activity e.g. sampling, point of sale merchandise, sponsorship etc
every large ship has a mark on its side called the plimsoll line if this line is under water at any time it means the ship is dangerously overloaded.So the expression above the line means that everything is allright
In accounting above the line refers to a cost that directly relates to your type of business (i.e. a cost of sale, like paying for hair products in a hairdressers) and below the line refers to a general running cost (i.e. overhead like rent or wages)
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