ABOVE & BELOW THE LINE

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What is above-the-line'?
The above the line media involves mass-market advertising using the five main 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

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Five above-the-line' media

Daily press + Free press + Trade reviews Radio TV Movie Theatre Outdoor advertising
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 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 Show 2004 23

You wonder : what is the line ?

The 'line' is : an imaginary boundary between those advertising media which pay commission to advertising agencies, the above-theline' media, and those which do not, the latter being 'below-the-line' media.

Originally from the financial community Discretionary budget

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

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Advertising Planning and Strategy

Strategic planning
Begins at corporate level Extends to the functional level Ends with advertising

Marketing Mix P-P-P-P

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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?)
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What Makes MarCom Effective?

Target the audience WHAT? Message strategy WHO?

WHEN WHERE HOW? Media Strategy, production, implementation

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