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Above The Line
Above-The-Line is an accountancy
expression that refers to the set of sections of gains and losses that
appear over the value of the net result.
This terminology was after spread to the
publicity domain to designate the share of the marketing budget to be
applied in traditional communication sources (like for example the
television, radio, cinema, banners on the Internet and newspapers), by
opposition to the investment in other marketing activities (like direct
marketing and telemarketing).
The contrary of Above-The-Line is
Bellow-The-Line.
Translated from Portuguese
by Susana Saraiva, Portuguese-English and English-Portuguese translation
specialist. Contact: spams@sapo.pt.
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