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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?