Thinking Through 'Through The Line'
Brian DonagheyandMick Williamson The Research Business International
The tough marketing climate of the early 21st Century has increased pressure on marketers and advertisers to generate stronger brand commitment by establishing closer emotional brand connections with consumers.
This has resulted in many brand owners and their agencies re-evaluating how they communicate with consumers. We have seen parallel movements within the industry from advertising-led strategies to communication-led strategies, accompanied by a shift from above-the-line to through-the-line brand support activities.
This article outlines some of our thinking on these complex subjects. We focus on what...