Above the line and below the line communication
What has happened hence is that the promotional mix has developed such that original emphasis on heavyweight mass communication (above-the-line) campaigns has given way to more direct and highly targeted promotional activities using direct marketing and other tools of the mix. Using jargon, through-the-line and below-the-line communications are used much more these days.
It brings these elements together. Shift is from an intervention-based approach to marketing communications (one based on seeking the attention of a customer who might not essentially be interested) towards permission-based communications (where the focus is upon communications with members of an audience who have already expressed an interest in a particular offering). Or we can say, with permission communications the seedlings for a relationship are established by audience, not by the brand owner. This has a specific impact on direct marketing, online communications and - to some extent - personal selling.