The relevance of Below: The Line activities to current marketing communication practices

Type :

Term papers

Pages :

11 pages

Format :

.doc

Published date :

04/02/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction
Research objective
Research methodology
Research design
An evolution of below -the- line (BTL) activities
Channels of BTL activities
Current scenario in the BTL activities
Trends impacting BTL marketing budgets
Limitations of the research
An overall analysis
Conclusion

Abstract

The annals of marketing Management have witnessed a tug of war between advertising and sales promotion since inception. But in the early phase of twenty first century this war has taken a new avatar in form of Above - The- line and below - The- line activities, widening both scope and intensity of this war. Above-the-line propagated traditional marketing channels that strive to reach a mass audience with messages that reinforce a brand communicate general product information or inspire an emotional response. "below-the-line" initiatives, by comparison, acts like traditional direct marketing efforts - they aspire to establish targeted relationships between marketers and individual consumers, and offer comparable ease in measurability. With increase fragmentation and demographic along with the increased pressure to increase effectiveness of marketing communication soon BTL activities started substituting ATL activities and there has been a steady growth in BTL expenditure in this century. With its unique ability to personalize and customize communication this form of communication is slowly replacing the mass media advertising.