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A term which now has come to mean mass audience advertising and promotional campaigns—for example, to describe campaigns that are targeted at high volumes of consumers in a large number of countries using print and broadcast media. Originally, the term derived from financial accounting, and referred to those media and promotional activities for which an agency obtained a commission, for example for buying broadcast media space and time on behalf of a client. See advertising; below-the-line; media.

Subjects: Media Studies — Marketing.

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