Above-the-line refers to a specific approach in marketing where businesses use traditional mass media channels to reach a wide and diverse audience. These channels include television, radio, print (such as newspapers and magazines), billboards, and sometimes even cinema advertising.

Below-the-Line uses less conventional methods than the usual specific channels of advertising to promote products and services. It typically focuses on direct means of communication. With the increasing pressure on the marketing team to achieve communication objectives more efficiently, there has been a need to find out more effective and cost efficient ways to communicate with the target markets.

Innovation is a key part of advertising and marketing. Uncovering and promoting the newness of a product or service is essential for grabbing the attention and the wallets – of would-be customers.
On the other hand, unconventional advertising involves using alternative or creative methods to promote a brand or product. This approach is less formal and often uses non-traditional channels such as social media, influencer marketing, guerilla marketing, or event marketing to reach the target audience.