below the line - touches more above the set line
DESCRIPTION
TRANSCRIPT
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ABOVE & BELOW THE LINE
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The above the line media involves mass-market advertising using the fivemain mass-media.
Advertising for which a fee is payable to a media buying agency.
Non-Personal communications
Advertising that is measurable in reach, selectivity, audience …www.mediametrie.fr
What is ‘above-the-line'?
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Daily press + Free press + Trade reviews
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, more clearly defined audiences, additional to 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 materialsex : posters, displays, banners, illuminated signs…
Sales literatureex : 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
Nike’s Show 2004
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You wonder : what is the line ?
The 'line' is :an imaginary boundary between those
advertising media which pay commission to advertising agencies, the ‘above-the-line' media, and those which do not, the latter being 'below-the-line' media.
Originally from the financial community
Discretionary budget
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AdvertisingReaches large audiences but has less ability to prompt an immediate change
Personal sellingFace-to-face contact between the marketer and the prospective customer
Sales promotionAims to generate immediate sales for a limited timeIncludes discounts, coupons, samples, contests
Public relationsEnhance a company’s image through publicity, news conferences, sponsored events, open houses, donations
Marketing Communications
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Direct marketingCustomers purchase the product without a reseller. It is interactive, provides a customer-response mechanism, can occur anywhere, provides a measurable response from the customer, and requires a database
Point-of-sale/PackagingPOS and packaging try to drive sales where the product is sold. POS includes signs, posters, displays
Marketing Communications
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Advertising Planning and Strategy
Strategic planning
Begins at corporate levelExtends to the functional levelEnds with advertising
Marketing MixP-P-P-P
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Advertising planning dovetails with marketing planningAd plan matches the right audience to the right message and presents it in the right medium to reach the audienceThree elements at the heart of the plan
Targeting the audience (who are you trying to reach?Message strategy (What do you say to them?)Media strategy (When and where 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?