"Beside" The Line

In today's competing world, where space is crowded and consumers are being hounded by both above the line and below the line media, this strategy is being used more and more by corporations across the globe. 'Beside' the line marketing enters the consumers mind through uncluttered space and leaves a far greater and lasting impression. Psychologists have shown the value of being seen as doing Good for Society has a positive rub off on the observers mind about that corporation.
A strong example of 'Beside' the line spend is the entire gamut of initiatives that Corporates take up and call CSR, or Corporate Social Responsibility. This intervention is clearly neither above nor below the line and a fit student of 'Beside' the line activity. Funds are usually controlled outside the regular Marketing budgets and in case of large corporations, can add up to Millions of Dollars each year.
(source: http://www.ameinfo.com/114014.html)