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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?