Above The Line Concept Above-The-Line is an accountancy expression that refers to the set of sections of gains and losses that appear over the value of the net result. This terminology was after spread to the publicity domain to designate the share of the marketing budget to be applied in traditional communication sources (like for […]

AIDA Concept The term AIDA (Attention, Interest, Desire, Action), designates a tool or a model of communication management highly used in marketing and seeks to describe the mental states through which the consumers go in a process of purchase of products or services. The goal of the model application is to seek for solutions that […]