a term applying to main media expenditure, TV, print, radio, outdoor, cinema and its traditional accounting treatment. Now used for all traditional media expenses incurred through an agency; mainly used to create, maintain, brand awareness/interest.
ABOVE-THE-LINE
Meaning of ABOVE-THE-LINE in English
Raynet Business and Marketing English glossary. Английский глоссарий компании Raynet Business and Marketing . 2012