Transcript Snímek 1
1 ATL BTL TTL PEUM Unit 32 Above, below, through the line 2 • • • • • • ATL Above the line = advertising in (mass) media BTL Below the line = non-media promotion direct mail street marketing exhibitions, trade fairs points of sale merchandising TTL = full service Through the line = media + non-media advertising blended marketing 3 Definition of 'Long Tail' • • • • In business, long tail is a phrase coined by Chris Anderson, in 2004. Anderson argued that products that are in low demand or have low sales volume can collectively make up a market share that rivals or exceeds the relatively few current bestsellers and blockbusters, but only if the store or distribution channel is large enough. Investopedia explains 'Long Tail' The tail of a distribution represents a period in time when sales for less common products return a profit due to reduced marketing and distribution costs. Long tail is when sales are made for goods not commonly sold. These goods can return a profit through reduced marketing and distribution costs. The long tail also serves as a statistical property that states a larger share of population rests within the tail of a probability distribution, especially when it comes to buying patterns. Read more: http://www.investopedia.com/terms/l/longtail.asp#ixzz2LuoTi2em 4 Listening BB 11 You will hear an iterview with the director of an advertising agency. • Which 4 advertising media does he talk • about? Which 3 media are becoming more important? 5 Listening BB 11 • Which 4 advertising • TV advertising media does he talk • online advertising – about? • • 6 banners, pop-ups DVDs (controlled) Word of mouth „commercial advertising“ (hiring people for W-O-M) Listening BB 11 • Which 3 media are becoming more important? • online advertising • DVDs • commercial advertising W-O-M (controlled or online) 7 PEUM 32 – 71/32.2 ABOVE-THE-LINE + ADVERTS ATTENTION AVOID BELLOW-THE-LINE+ BLENDED 8 ATL FRAGMENTED MEDIA STRATEGY BTL TACTICS PEUM 32 – 71/32.3 1. Ford is using the internet to 2. 3. 4. 5. tap… Ford is only using interruptive… Ford is using pester… into the Long Tail. advertising on TV. power, by appealing to children. Ford is using multi-channel marketing. Ford has display… adverts at football stadiums. 9