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

Bezier

London SE1

E-mail address for letters: mw.editorial@centaur.co.uk

Please enclose your address

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here