Don't be blinded by light of technology in BTL's '05 growth

Langton, Mike
December 2004
Media: Asia's Media & Marketing Newspaper;12/17/2004, p15
This article discusses the importance of relationship marketing adopted by consumer durable goods companies. With the proportion of marcoms budgets going to below-the-line steadily rising, marketers of all kinds have been balancing the benefits of brand-building and awareness generated by above-the-line against the nearer-term results and, more importantly, the trackability of those results, afforded by BTL. More packaged goods marketers appointed a head of relationship marketing. Not so long ago, derision was heaped on attempts at relationship marketing for packaged goods, based on rather small budgets generated by considering the lifetime value of a toothpaste customer.


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