 Above the line marketing is generally the marketing activity that is traditional in nature and requires some money to bring it to life. For example, TV advertising, gift with purchase campaigns, google adwords etc. In contrast, below the line marketing is the marketing that doesn't necessarily cost money, but generally takes time and can be done in house. For example, how customers are greeted with they arrive, communications on the bottom of our email signature, newsletters etc.
Because above the line marketing requires budget allocation, it is naturally respected, well planned, executed by professionals and reviewed regularly. Often the time we allocate into managing our below the line activity can be not as well respected, managed or reviewed because it isn't a separate line item on the profit and loss statement. This is a common approach by many organisations, however those organistations who take the time to work out the difference between above the line and below the line marketing and treat each activity with the same level of respect, whether it's on the profit and loss statement as a separate line item or hidden in your wages bill, can see great results and a positive impact on sales.
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AuthorRoxanne Grey 
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