Question

Topic: Student Questions

Below The Line Marketing Feedback Needed

Posted by Anonymous on 6/17/2008 at 2:38 AM ET 50 Points
Good day! I’m Jacqueline Teo from Asia Business Forum. We are currently planning a conference entitled "Below-the-line Marketing" and I would like to find out your interest in this topic, solely for the purpose of research.
This conference will help to understand:
1. Appreciate the value of below-the-line marketing concepts and tools when they are used as guides for understanding management problems and developing comprehensive marketing programs;
2. Expand your decision-making skills by requiring you to make and defend marketing decisions in the context of realistic problem situations with incomplete information (i.e., case studies);
3. Improve your skills in-group problem-solving and in written and oral communication (i.e., “write-ups” required in this course);
4. Make connections between below-the-line marketing and other functional areas of business;
5. Appreciate how the elements of successful marketing programs fit together.

Q1. Do you think this is a good conference idea? Why?


Q2. What are the 3 hot issues on “Below-the-line Marketing” that concern the market these days?



I'd be very grateful if you could reply the survey with answers by 21 June 2008, if it is not too much trouble. Thank you very much for your time. Your help is very much appreciated. Have a wonderful day ahead.

For record purpose, I would need the following details: your name, designation, company/country. If you do not wish to reveal it here, you may email me at [email address deleted by staff]

THANKS!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 6/17/2008 at 9:00 AM Accepted
    From Mimi.com (https://en.mimi.hu/marketingweb/below_the_line.html):

    BELOW THE LINE: Advertising using low profile media such as the Internet or direct mail.

    The key question I'd like your conference to answer is how to improve ROI of BTL efforts. What I'd like to see is a formula (or strategy) for how to optimize response rate, and how to know which audience is best for this technique.

    I'd like to see examples of campaigns that worked and didn't, with a clear analysis of why, and showing how a small change resulted in big results.

    Finally, how to save money for a campaign. Whether that be: high-quality, targeted lists, saving money on printing/mailing, or email vendors.

    Jay Hamilton-Roth
    Owner
    Many Good Ideas, USA
  • Posted on 6/17/2008 at 9:05 PM Author
    Thank you very much, Jay for the useful feedback.

    Dear Phil, thank you for your comment. I shall ask my management to rephrase the "Below-the-line marketing" to "below-the-line advertising". I'm aware that it's more of an advertising tool rather than marketing efforts. But the conference title was given to me. Thank you for pointing out. Now I have a valid reason to ask for a change of title.
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