Below-the-line holds the line

Thank you to Jeff Hyams for championing below-the-line advertising – especially in a downturn (MW January 31). Like direct marketing, point-of-purchase advertising attracts investment at such times. Both are more resilient in recessions than above-the-line advertising. So, if they are effective whatever the climate, they shouldn’t be used as a quick fix when times are tight. Below-the-line should form part of an integrated programme.

Effective advertising should be built from the ground up – after all, 70 per cent of purchasing decisions are made in-store (POPAI). Dare I suggest then that TV, press and radio be used to support in-store media campaigns? There’s a thought…

Mark Shaw

Managing director


London SE1

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