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There is above the line or mass advertising (tv, print, radio, newspaper, billboard).
There is also below the line advertising (retail, coupons, direct mail, exhibitions)
Then of course you have guerrilla advertising, also known as alternative advertising, ambient advertising, viral, or non-conventional.
A lot of the time some advertising mixes above and below the line advertising. Today guerrilla advertising is becoming pretty popular.
Check out www.guerrillaadvertising.ca for some cool examples.
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