above the line

Intermediate 📣 Marketing / Advertising

Definition

Traditional mass media advertising channels like TV, radio, print, and outdoor that reach broad audiences with uniform messages. It's the old-school, expensive way to shout at everyone simultaneously regardless of interest.

Example Usage

Our CMO still believes in above the line advertising because 'nothing builds brand like a Super Bowl commercial,' which is one way to spend the annual budget in 30 seconds.

Origin

Derived from accounting practices where different types of marketing expenses appeared literally above or below a line in financial statements, dating to the 1950s

Fun Fact

The line itself originally separated media commissions (above) from other expenses (below), reflecting how advertising agencies were historically compensated.

Source: Traditional advertising industry terminology

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