Above the line below
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Above the line below an essential guide to: advertising,marketing, market research, public relations by Ruth Juett

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Published by London Central Careers Unit in London .
Written in English


  • Marketing -- Vocational guidance.,
  • Advertising -- Vocational guidance.,
  • Marketing research -- Vocational guidance.,
  • Public relations -- Vocational guidance.

Book details:

Edition Notes

Other titlesAbove & below the line.
Statement(written by Ruth Juett).
SeriesCareers briefing
ContributionsLondon Central Careers Unit.
The Physical Object
Pagination21p. ;
Number of Pages21
ID Numbers
Open LibraryOL18904923M

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Selling Above and Below the Line shows you how to appeal to both sets of buyers and sell the technical and financial fit of any product or service. You'll move beyond features and benefits, eliminate the budget objection, ask probing questions about your customer's financial picture, and deliver value propositions that seal the deal/5(17).   Summary. To be successful, you must manage the stage-to-stage progression of two types of buyers. “Above the line” (ATL) executive buyer (s} focused on past problems (rectifying challenges; “away from pain”) & future business outcomes (investing in opportunities; “towards pleasure”). “Below the line” (BTL) user buyer (s) focused on present, technical outcomes. ‘below the line’ while constructive responses are ‘above the line’. Notice that we use the word ‘choice’ here. For ultimately there is a personal choice to be made between operating above or below the line, even though it may not feel like it as our hand hits the horn or the excuses start flowing. Below the line are operating expenses, interest, and taxes. What’s the difference? Items listed above the line tend to vary more (in the short term) than many of those below the line, and so tend to get more managerial attention.

Above the Line (ATL) Below the Line (BTL) This is generally called mass marketing as there remains a little scope to make it for a specific demography. This is called direct marketing as in this type of marketing the marketer can target a specific demography or a market. The critical differences between Above the Line vs. Below the Line are as follows – Above the Line (ATL) on the income statement is profit or income separated from other expenses. They are sales COGS cost of sales and cost of services (COS). Whereas Below the Line in accounting is an extraordinary income or expenses that the company incurs. A note about where the ‘above the line and below the line’ concept come from. We came across this concept through organisational culture expert Carolyn Taylor and her classic book Walking The Talk. In it, she mentions that she was introduced to the idea by her friend Robert Kiyosaki of Rich Dad Poor Dad fame. There’s certainly now a whole lot of material based on this model. The fourth Baxter Family series. Take One (Above the Line, #1), Take Two (Above the Line, #2), Take Three (Above the Line, #3), Take Four (Above the Line.

  Basically Above the Line and Below the Line thinking sets the standard for what the team considers is acceptable and unacceptable behaviour, language and attitudes in a workplace. A person or team is “above the line” if they are taking responsibility, being accountable, using positive language, supporting and encouraging each other and.   To quote Michael John Baker from The Marketing Book, the terms ‘Above The Line’ and ‘Below The Line’ came into existence way back in .   A guide to compare & contrast above the line and below the line marketing to choose one that works best for your business and keeps your budget in check. Where should you spend your marketing budget? On creating awareness and brand-building with above the line advertising – in print, billboards and on air or with direct marketing and below.   Above the Line by Urban Meyer is a great book for athletes wanting to compete at the next level by learning more about leadership on the field, and in everyday life. Urban Meyer is the head coach for Ohio State football, and throughout the book he /5.