1. ABOVE & BELOW
THE LINE
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2. 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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3. Five ‘above-the-line' media
Daily press + Free press + Trade
reviews
Radio
TV
Movie Theatre
Outdoor advertising
Advertising versus Publicity
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4. 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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5. 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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6. 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 23

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 the
financial community
Discretionary budget
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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
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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
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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
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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?)
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12. What Makes MarCom Effective?
Target the audience
WHAT? WHO?
Message strategy
WHEN – WHERE – HOW?
Media Strategy, production, implementation
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