Which term refers to paid-for advertising through mass media (such as TV or radio) aimed at a wide audience?

• A. Advertising
• B. Above-the-line promotion
• C. Below-the-line promotion
• D. Personal selling

Answer: (B)

This question tests understanding of how promotion is organized into mass-media, broad-reach activities versus targeted, direct methods. Paid-for advertising in mass media—like TV or radio—is designed to reach a wide audience through channels that many people will see or hear, all funded by the company. That approach is categorized as above-the-line promotion. It contrasts with below-the-line activities, which are more targeted or personal, such as direct marketing, promotions at the point of sale, or direct sales, which don’t rely on mass-media channels. So the term that fits the description is above-the-line promotion.