chapter  4
Below the line communication methods
Pages 47

So, as the last chapter looked at commissionable media, this one begins to look at created marketing communications methods, which are referred to as below the line methods, and which can refer to anything that communicates your message, other than the above the line methods already referred to! If someone asks ‘How many below the line methods are there?’, it’s rather like someone asking ‘How long is a piece of string?’ – in that the answer will always be, ‘It depends. . .’ And it depends on how many methods you want to invent, because the list of below the line, or created methods, can be a s long as your imagination is wild!