Below the line marketing activities
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Below the line marketing activities involve direct method of communication in which highly specific lists of consumers are targeted in an attempt to increase consumer responses. Unlike above the line marketing efforts which generally involve using different forms of media to send a single message to a broader, diverse group of consumers, below the line communications involve direct mail, event marketing and promotional marketing. Where above the line efforts would, for instance, utilise television and radio to reinforce a company or brand message, below the line efforts are message- and consumer-specific. This report identifies below the line... Below the line...