Below the line “Below the line” is a term commonly used to refer to non-media advertising or promotion when no commission has been paid to the advertising agency. This includes direct mail, point of sale displays, and other sales promotions.
Benchmarking: The process of comparing the products and services of a business against those of competitors in a market, or leading businesses in other markets, in order to find ways of improving quality and performance.
Brand building: Developing a brand's image and standing with a view to creating long term benefits for brand awareness and brand value.
Brand loyalty: A strongly motivated and long standing decision to purchase a particular product or service.
