As the last chapter looked at commissionable media, so 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 as long as your imagination is wild!

From on-pack promotions to hot air balloons, from direct mail to electronic brochures, from an international sales force conference to a notice next to the coffee machine all these are methods of communication that are not commissionable or already existing media communication methods, and that are, therefore, 'below the line'.

Since it would be impossible to look at all these methods in this book, let's stick to the main categories but, when you are thinking of marketing communications method selection, always think beyond...