Which of the following is typically considered below-the-line promotion?

• A. TV advertising
• B. Radio sponsorship
• C. Press releases
• D. TV commercials

Answer: (C)

Below-the-line promotion covers activities that reach audiences without paying for mass-media ad slots. A press release fits this because it’s a public relations tool used to share news with journalists and the public in hopes of earning media coverage, not to push a paid advert. It aims to influence perception and information flow rather than broadcast a direct message to a broad audience. In contrast, TV advertising and TV commercials are paid, mass-media messages designed to reach many people, which is why they’re considered above-the-line. Radio sponsorship involves media exposure on radio, typically treated as a paid sponsorship rather than earned media, so it doesn’t sit in the below-the-line category in the same way. So press releases are the typical below-the-line option.