Magazine article Marketing

OPINION: Marketing Society - Below-the-Line Makes Case for Integrated Work

Magazine article Marketing

OPINION: Marketing Society - Below-the-Line Makes Case for Integrated Work

Article excerpt

The adman is the proverbial bully in the marketing communications playground. Backed with bucks, their size appears to matter. But closer analysis reveals that size belies pulling power in marketing services, just as it did on David and Goliath's battleground.

So who pulls the punches? New research and measurement tools put the spotlight on disciplines that are rarely given credit for the impact they have.

Below-the-line activities, including PR, promotions and face-to-face activity, are demonstrably paying their way by delivering benefits to the brand and to the bottom line.

Yet, despite the evidence, the bully in adland is still getting the better of the situation because it remains the safe option for clients. Inertia, not dazzling creativity or sparkling intellect, keeps advertising on top. Professor Angus Jenkinson, chair in integrated marketing at Luton Business School, neatly sums it up: 'Nobody ever got fired for using a TV commercial.'

Advertising is the area in which marketers can most readily express, and get credit for, their creativity and insight. When most of their time is spent poring over Nielsen charts, endless store checks and brand planning, who can blame them for wanting to be on a sun-kissed beach in Tahiti shooting an ad?

But it is time to change. The latest Institute of Practitioners in Advertising figures confirm that budgets are under pressure; boards are calling for accountability from their marketing spend. Set against the changing media landscape, where we are seeing fragmentation and diminishing media consumption, the scope for PR, direct marketing and sponsorship is getting bigger. …

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