brand glossary: below-the-line communications

Marketing communications that do not involve the purchase of traditional mass media as well as activities in which a brand can more selectively target a particular audience. May include publicity, direct marketing, sales promotions, personal selling and sponsorship. Social media and mobile marketing can both be considered below-the-line because they allow for highly targeted content but also allow for mass reach, meaning that integrated online marketing continues to blur the definition between above-the-line and below-the-line.

See also: above-the-line communications