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Home→The Westburn Dictionary of Marketing→A→above-the-line

above-the-line

Definition:
Defines ADVERTISING MEDIA which pay MEDIA COMMISSION to advertising agencies buying space or time from them. The 'line' is a purely imaginary boundary between those which do and do not, a distinction generally believed to have been first made by Procter & Gamble in the nineteen fifties. Above the line are newspapers, magazines, television, radio, posters and cinema. They are also referred to as the 'major media'. See also BELOW-THE-LINE.

Cross-References:
[media commission] [below-the-line] [advertising media]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier], [1998].