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ABOVE & BELOW

THE LINE

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The above the line media involvesmass-market advertising using the five

main mass-media.

Advertising for which a fee is payableto a media buying agency.

Non-Personal communications

Advertising that is measurable inreach, selectivity, audience

www.mediametrie.fr

What is above-the-line'?

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Daily press + Free press + Tradereviews

Radio

TV

Movie Theatre

Outdoor advertising

Five above-the-line' media

Advertising versus Publicity

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What is below-the-line' ?

Below the line uses smaller, moreclearly defined audiences, additionalto advertising.

Personal communications

Non-media advertising or promotion,no commission fee to the advertising

agency/media buying agency.

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Examples of below-the-line' media

Sales promotion

ex : loyalty programs, special offers

Point-of-sales materials

ex : posters, displays, banners, illuminated signs

Sales literature

ex : catalogues with illustrations and descriptions, brochures

Direct marketing

ex : mailing, fax mailing, e-mailing, telemarketing...

Internet

(is above the line when measurable www.mediametrie.fr

www.metriweb.be )

ex : banners, texts, pop-up, newsletter

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Examples of below-the-line' media

Trade fair Generate awareness Get leads for salespeople to follow up later

Sell

Sponsoring

Public relations / Press relations

Nikes Show2004

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You wonder : what is the line ?

The 'line' is :

an imaginary boundary between those

advertising media which pay commissionto advertising agencies, the above-the-line' media, and those which do not, thelatter being 'below-the-line' media.

Originally from thefinancial community

Discretionary budget

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Advertising

Reaches large audiences but has less abilityto prompt an immediate change

Personal selling

Face-to-face contact between the marketerand the prospective customer

Sales promotion

Aims to generate immediate sales for alimited time

Includes discounts, coupons, samples,contests

Public relations

Enhance a companys image through publicity,news conferences, sponsored events, open houses,donations

Marketing Communications

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Direct marketing

Customers purchase the productwithout a reseller. It is interactive,provides a customer-responsemechanism, can occur anywhere,

provides a measurable response fromthe customer, and requires a database

Point-of-sale/Packaging

POS and packaging try to drive saleswhere the product is sold. POSincludes signs, posters, displays

Marketing Communications

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Advertising Planning and Strategy

Strategicplanning

Begins atcorporate

levelExtends tothefunctional

levelEnds withadvertising

Marketing MixP-P-P-P

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Advertising planning dovetails

with marketing planningAd plan matches the rightaudience to the right messageand presents it in the rightmedium to reach the audience

Three elements at the heart ofthe plan

Targeting the audience (whoare you trying to reach?

Message strategy (What doyou say to them?)

Media strategy (When andwhere will you reach them?)

The Advertising Plan

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What Makes MarCom Effective?

Target the audience

Message strategy

Media Strategy, production, implementation

WHO?WHAT?

WHEN WHERE HOW?