Question

Topic: Advertising/PR

Through The Line Advertising Techniques

Posted by Anonymous on 11/13/2007 at 11:26 AM ET 250 Points
Hello,

My name is Chris and i'm working my way through CAM CIM assignment and i cant find anything on the through the line advertising method. Can anyone help?
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  • Posted by donw on 11/13/2007 at 12:06 PM Accepted
    Pardon my ignorance, but I've been in this biz a long time at lots of ad agencies and have never heard of anything referred to as a "through the line" advertising method.

    Sounds suspiciously academic. Can you elaborate?
  • Posted by steven.alker on 11/13/2007 at 12:22 PM Accepted
    What on earth are CAM / CIM?

    CIM=Chartered Institute of Marketing in my book, but what is CAM?

    You can have assistance with assignments and projects if you follow our site rules. That involves you doing some work and coming up with ideas and conjectures which we can help you develop further. We won’t do homework for you; it’s bad for your soul and your Karma. Oh, and if your tutors find out, which they inevitably do as most are members here, it’s bad for your marks and your prospects.

    “Through the line marketing” is a novel term which appears to have been invented to describe something which integrates above the line and below the line marketing. Both of those are confections of the marketing industry, the meaning of which is a moveable feast, but it essentially refers to impact on or use of the profit involved in marketing a business, product or service.

    My preferred form of “Through the line” would be to score through the gobbledygook and rubbish we seem to invent in order to baffle outsiders.

    Best wishes and please clarify.

    Steve Alker

    SalesVision and Unimax Solutions
  • Posted by donw on 11/13/2007 at 4:49 PM Accepted
    Thank you, Mr. Alker for your explanation.

    Even though I must admit I still don't know the practical application of what you described.

    But, unless you absolutely want to, don't feel like you have to elaborate for my sake. I think it might only make my head hurt :)

    Regards,

    Don W
  • Posted by steven.alker on 11/14/2007 at 3:15 AM Accepted
    Don

    It goes like this:

    “We are agreed Mr Client that we will use “Through the line marketing” for this cutting edge conceptualisation”

    “What exactly does that entail?”

    “An extra couple of zero’s on the bill”

    Easy-Peasy

    Steve
  • Posted on 11/14/2007 at 11:18 AM Author
    Thank you all for your comments, i'm new to all this and wasn't aware there were rules to be upheld.

    CAM = Communication, Advertising and marketing foundation.

    thank you for input
  • Posted on 3/24/2010 at 4:18 AM Member
    I should imagine DM can be related more to Direct Marketing, however can be applied to Digital Marketing, however, the former would be the more traditional response to your question.

    A practical application?

    A marketing strategy which includes both more traditional brand building above the line activity (Advertising) with a fair mix of more customer specific targeted below the line activity (Email & SEO campaigns), to create an integrated approach to meeting SMART objectives.

    eeek - I hope that makes sense? Please note the activities listed in brackets are not an exhaustive lists, just examples to get you thinking!

  • Posted on 3/24/2010 at 4:19 AM Member
    I should imagine DM can be related more to Direct Marketing, however can be applied to Digital Marketing, however, the former would be the more traditional response to your question.

    A practical application?

    A marketing strategy which includes both more traditional brand building above the line activity (Advertising) with a fair mix of more customer specific targeted below the line activity (Email & SEO campaigns), to create an integrated approach to meeting SMART objectives.

    eeek - I hope that makes sense? Please note the activities listed in brackets are not an exhaustive lists, just examples to get you thinking!

  • Posted on 2/21/2012 at 4:09 AM Member
    what are the effects, advantages and disadvantages of through the line advertising..please answer my question i really need to know that..thankyou..
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