Below the Line

Abstract

Abstract Below the line indicates all forms of marketing activities that employ non‐traditional or unconventional advertising or communication, such as PR, sales promotions, direct and event marketing, in contrast with above the line practices which use traditional mass media outlets such as print, radio, and broadcast television. The increasing significance of below the line communication results from the emergence of new developments in the marketing environment, and, in particular, the appearance of interactive and multifunctional media which goes hand in hand with a decline in the power of traditional communication vehicles. Owing to these changes, a variety of newfound and original forms of communication are incorporated in this category: PR and viral marketing, material tools, relational tools, one shot, customer relationship management, and other unconventional tools such as guerrilla marketing, low‐cost atypical means relying on energy, time, and imagination. Below the line communication offers the advantages to be an efficient vehicle in comparison with highpriced mass media channels, allowing companies to moderate marketing costs, and to be clearly measurable, so providing precious information on their return‐on‐investment. Additionally, recent literature has pointed out the role of below the web tools to enhance brand awareness and to create a distinctive brand image.

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