Promotion

In the overall marketing and communication mix there are many ways to reach the end user or consumer. Traditionally they used to be divided into 2 types; in Europe they called it “above and below the line”.

So what is above and below the line?

If you take the total budget that you have apportioned for your Advertising and marketing communications and stack the dollars one on top of the other. Then draw a line across at the number where you spend monies on traditional advertising and all of the dollars below that line you spend on everything else. That’s how it used to be done!

But things have changed, it’s a different world out there, and that mythical line has moved dramatically upwards. Why is that?

Measurement of Success!

Traditional advertising worked effectively for many years, because there were few media vehicles available to reach the end user. Basically it was TV, Radio, Print and Outdoors. But the bad news was that there was no way of accurately measuring the success of any particular media vehicle.

But boy how things have changed:

The amount of media vehicles available to everyone is huge, particularly with the advent and growth of the internet. The reason is that manufacturers, companies and brands clearly understand that today “Focus is Key”; you have to reach the target audience and measure your success one consumer at a time. Today it’s all about custom, especially in your promotional communications. Whether you are Blogging or using Direct Mail, PR, Yellow Pages or any other media vehicles available, you have to communicate at the lowest common denominator.

The measurement is “What is the return on the marketing and media dollars that you are investing in the growth of your products or brand”?

If you click on the “How to Create a Promotion document on the right you will see a step by step system that will help you create a winning promotional program!