The document discusses the differences between marketing activities that are "above the line" versus "below the line". Above the line activities include advertising, publicity, and promotion efforts aimed at raising brand awareness. Below the line activities are more direct marketing tactics focused on direct customer interaction, such as direct mail, marketing research, public relations events, and internet marketing. The document provides examples of common below the line marketing activities and notes that buzz marketing can utilize both above and below the line strategies.

1. DOWN
OR
UP

2. F
F ( )
F
F F

3. F
F F F
Below the Line

4. Above the Line
F F F
F F
F F F F F F
F

5. F Below the Line
(Event Marketing)
F F
Below the Line
Direct Marketing, Direct Mail,
Marketing Research, Public Relation,
Promotion Event, Internet Marketing
F F F
F Buzz Marketing

6. F Below the line F
F F
F F F
F F F Above the line
F F F F F F
F F F F F F
F

7. F F F F
Above the line F Below the line
F F F F
F F
F
F F F F
F
F

8. Above the Line
F F F F F
Below the Line

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