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Topic: Student Questions

Is Above The Line Marketing Slowly Dying Out?

Posted by Anonymous on 2/4/2005 at 12:09 PM ET 250 Points
Is above the line marketing slowly dying out?
Are we seeing a change in the way consumers are being targetted? If so what factors are they that are influencing this change?

I have researched through many journals with the most recent of those showing a growing trend in a more below-the -line approach such as shell who have increased their BTL marketing spend up to £70million, to acheive more consistency between its brand advertising and retail communications.

I feel with the continuing advancement in technology, alongside the internet but more recently interactive tv, the way consumers are being targetted is changing.
Are consumers tired of being targeted through mass marketing and do we as consumers feel the need for a more personal approach when being exposed to a product/brand or service?
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  • Posted by Markitek on 2/4/2005 at 1:00 PM Accepted
    Beware trenditis . . . let's start with definitions to make sure we're talking the same thing.

    Above the line marketing is specifically those marketing activities that are part of a formal budget . . . e.g., advertising. Below the line marketing is the opposite.

    So by that definition, if Shell knows they're allocating 70M pounds that's likely above the line.

    You may mean something different . . . I sometimes hear the term more loosely applied to traditional marketing as opposed to below the line guerilla marketing

    Either way . . . what will likely happen, as with Shell, is that what is considerd below the line today will eventually become integrated into the marketing arsenal and will itself become above the line . . .

    It's going nowhere
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