Above The Line: Promotional activities carried out through mass media, such as television, radio and newspaper, are classed as above the line promotion. This includes advertising such as posters, billboards, TV/Cinema/Radio/Internet trailers, TV/Radio /Internet interviews, movie tie-in games/comics/novelisations/soundtracks etc.
Below The Line: The terms "below the line" promotion or communications refers to forms of non-media communication, even non-media advertising. This includes non-media marketing such as merchandising, e.g. toys, branded products, tie-ins with food/drink companies (e.g. fast food companies) etc. Casino Royale has below the line tie–ins with Bollinger, Ford, Heineken, Omega, Smirnoff, and Virgin Atlantic.
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