The “line.” Marketers and their agencies have referred to the nebulous “line” for decades when referring to different types of spending. Some in the business define traditional advertising as “above the line” and other disciplines such as point of sale and direct marketing “below the line.” Others differentiate based on scope (mass vs. niche focused) or purpose (long term awareness vs. short term incentive). But given the complexity and integration of marketing support, the lines are quickly blurring. It’s time to bury the line and use a new approach.
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