Ad agencies traditionally handled either below the line advertising or above the line advertising. Above the line advertising was commission-based, such as TV, radio, or newspapers. Below the line advertising was print-based, such as direct mail, flyers, and point-of-purchase ads.

However, this is largely out of date. Most companies today are shifting budgets to below the line advertising. Consequently, ad agencies are expanding to do both.

Below the Line Advertising Expands to Meet Client Needs

Below the line agencies practice direct and promotional marketing. With these methods it is easier to measure market reach; they are closer to the sale and more liable for results. In today's market, it is necessary to go directly to the consumer; hence, talking about a brand and trying to change a consumer's view doesn't work anymore because it talks at consumers rather than to them.

Below the line advertising is expanding as guerrilla marketing gains popularity. More and more of a client's money now goes to direct, promotional, sponsorship, event, and experiential marketing. It uses all the media available as well as the point-of-purchase and seeks to level sales through incentives such as coupons or contests.