Which term best describes promotional communication that is not directly paid for?

The term that best describes promotional communication that is not directly paid for is commonly referred to as below-the-line promotion. This form of promotion encompasses various non-paid marketing strategies, such as public relations, social media engagement, sponsorships, and word-of-mouth advertising. These activities often aim to build brand awareness and customer loyalty without the direct costs associated with traditional advertising or paid media placements.

In contrast, direct marketing involves targeted outreach where businesses pay to communicate directly with specific audiences. Above-the-line promotion usually refers to mass media advertising that is paid for, such as television, radio, and print ads. Traditional advertising is similarly centered on paid-for media channels that are designed to reach a wide audience. Therefore, below-the-line promotion stands out as the correct term for promotional communications that rely on indirect methods rather than direct payment.