The term "below the line" or "Below the Line Marketing" usually means any promotional activity that does not involve paid use of the media i.e. in other words it is not media advertising. 

For example, "below the line" promotional activities include the use of various "point of sale" or in-store sales promotions, the production and use of promotional literature and leaflets, or the attendance at trade exhibitions, shows or events. Example: Levi's use of outdoor promotional activities, videos plus window and in-store promotions
    

Related Reading: 
Above the Line Marketing 

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