Marketing mix: Optimising the balance of spend above and below the line whilst improving through the line integration
To some, discussion of above or below the line is anathema. It’s all marketing money. But in reality, different budget holders often manage the different areas and use them for very different purposes. Taking
a Consumer Products example:
The marketing department clearly owns advertising and
will use it to drive many things, from sales to awareness,
saliency to distribution
Sales might own promotional monies, using them to drive
short-term sales and profits. Brand positioning rarely
figures in their decision making.
billetts marketing sciences have the skills and experience to help advertisers to:
Understand the real question at hand: for your business,
does it make sense to rob Peter (advertising) to pay Paul
(promotions)? Often not
Identify the contributions of different marketing levers:
which really work for you and which do not? Once that is
clear, how can you enhance payback?
Crucially, how do you get different levers to work
together? All too rarely are advertising, pricing, CRM and
promotion truly integrated to offer the maximum total
bang for the buck.
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The marketing department clearly owns advertising and
Portfolio allocation