Below the line - touches more above the set line

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  • Above & Below the Line, about above the line media, that are daily press,free press,trade reviewes,tv,movie theatre,outdoor advertising.below the line there are sales promotion,point of sales materials,sales literature,direct marketing and internet. Thanks for this slide
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Below the line - touches more above the set line

  1. 1. ABOVE & BELOW THE LINE 18
  2. 2. What is ‘above-the-line? The above the line media involvesmass-market advertising using the fivemain 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 19
  3. 3. Five ‘above-the-line media Daily press + Free press + Trade reviews Radio TV Movie Theatre Outdoor advertisingAdvertising versus Publicity 20
  4. 4. What is ‘below-the-line ?Below the line uses smaller, moreclearly defined audiences, additionalto advertising.Personal communicationsNon-media advertising or promotion,no commission fee to the advertisingagency/media buying agency. 21
  5. 5. Examples of ‘below-the-line mediaSales promotionex : loyalty programs, special offers…Point-of-sales materialsex : posters, displays, banners, illuminated signs…Sales literatureex : catalogues with illustrations and descriptions, brochures…Direct marketingex : mailing, fax mailing, e-mailing, telemarketing...Internet(is above the line when measurable www.mediametrie.frwww.metriweb.be )ex : banners, texts, pop-up, newsletter 22
  6. 6. Examples of ‘below-the-line mediaTrade fair– Generate awareness– Get leads for salespeople to follow up later– SellSponsoringPublic relations / Press relations Nike’s Show 2004 23
  7. 7. 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 thefinancial communityDiscretionary budget 24
  8. 8. Marketing Communications Advertising Reaches large audiences but has less ability to prompt an immediate change Personal selling Face-to-face contact between the marketer and the prospective customer Sales promotion Aims to generate immediate sales for a limited time Includes discounts, coupons, samples, contests Public relations Enhance a company’s image through publicity, news conferences, sponsored events, open houses, donations 25
  9. 9. Marketing Communications Direct marketing Customers 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/Packaging POS and packaging try to drive sales where the product is sold. POS includes signs, posters, displays 26
  10. 10. Advertising Planning and Strategy Strategic planning Begins at corporate level Extends to the functional level Ends with advertising Marketing Mix P-P-P-P 27
  11. 11. The Advertising Plan Advertising planning dovetails with marketing planning Ad plan matches the right audience to the right message and presents it in the right medium to reach the audience Three 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?) 28
  12. 12. What Makes MarCom Effective? Target the audience WHAT? WHO?Message strategy WHEN – WHERE – HOW? Media Strategy, production, implementation 29

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