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Below the line advertising are those which are done other than using mass reach mediums such as Tv newspaper internet radio etc. It include advertisements made locally like in a particular store or a place where the target customers get to view our product or service more clearly. Below the line add can be used for small retail operation or locally done business for better customer reach. However above the line advertisement should be needed to reach large number of customers in case of big companies. Hope that helps.
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