Definition: Non-media (or non-media) is the set of advertising actions that do not appeal to the mainstream media (press, television, radio, web, cinema and billboards). The non-media corresponds in particular to the actions of direct marketing, public relations, sponsorship, etc.
The non-media is also designated by the anglicism "below the line", as opposed to the expression "above the line" which concerns the advertising investments made on the major advertising media.
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