Which of the following is NOT part of below-the-line promotion?

• A. Television advertising
• B. Direct mailing
• C. Exhibitions and trade fairs
• D. Merchandising and packaging

Answer: (A)

Promotions are divided into above-the-line and below-the-line. Above-the-line uses mass media to reach broad audiences, like television, aiming to build brand awareness across many people. Below-the-line involves targeted, direct, and often more measurable activities such as direct mailing to specific customers, exhibitions and trade fairs to engage buyers, and merchandising and packaging to influence in-store purchases. The item that isn’t part of below-the-line is television advertising, since it’s mass-media, broad-reach promotion rather than targeted, direct activity.