Mudded Kolayud Below the Line (Below the Line Strategy)

Published on October 22, 2007

Most of us will have heard the marketing crowd refer to business being "below the line" or "above the line", but how many of us actually know anything about the line itself? Kasem Pipatseritham demystifies the jargon in this easy-to-read book, explaining how, in the advertising world, there's a line that separates expenses for any given event. Any expenses above that line are billed directly to the client, while those below are point-of-purchase materials that won't be commissioned.

The book also explains how to work below the line, where you need more than simple tactics if you are to succeed.

Corporate social responsibility, or CSR as it's known for short, also plays a major role in today's marketing strategies. Paying for it is no longer enough. These days, companies have to be seen being socially responsible too.

When it comes to making a product popular, word of mouth is still an effective promotion tool, says Kasem, but the Internet is even faster. Many products in the US have become huge hits after short introductions to cyber surfers.

The writer also offers a range of solutions to help you succeed in business, such as hiring a celebrity to help with the marketing, Other options include sponsorships, direct sales, coupons, lucky draws and free gift. And, of course, discounts work too.

Kasem holds a PhD in marketing management and has extended experience in the field. He's a regular columnist and also acts as a consultant to several companies.