General sense of marketing communication terms
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Above the line refers to mass media advertising like TV, radio and print ads while below the line refers to more targeted promotional methods. A creative brief outlines the key message, target audience and tone for copywriters to develop an advertisement that catches attention and persuades people to purchase a product. The text of an ad aims to interest and persuade potential buyers through a planned sales pitch for a product or service. A campaign summary provides an overview of facts, findings and objectives to give readers a quick understanding of the situation.
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The document discusses budget setting and creative strategy. Budget setting includes all possible consumption bundles that someone can afford given prices and income. Graphically, the budget set is bounded by the budget line and includes all bundles inside or on the constraint.
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General sense of marketing communication terms
- 1. 1 Used to characterize press, radio and television advertising Above The line
- 2. 2 Used to characterize promotional methods such as catalog marketing, direct marketing and trade fair marketing. . Below The line An outline of what message should be conveyed, to whom and with what tone. This provides the guiding principles for copywriters and art directors who are assigned to develop the advertisement
- 3. 3 Text of a print , radio or television advertising message that aims at catching and holding the interest of the prospective buyer and at persuading him or her to make a purchase Its a line of talk that attempts to persuade some one or somethings with a planned sale presentation strategy of a product o service designed to initiate and close a sale of the product or service
- 4. 4 Summery of facts, finding and objectives prepared to give its reader a quick, overall view of a campaign plan situation ROI is a performance measurement that considers profits in relation to the capital invested Return Of Investment