Fragmented media scene lifts role of below-the-line

<p>Today's fragmented media scene has cast aside the long-held view </p><p>that TVCs and full-page newspaper ads rule the creative roost. </p><p><BR><BR> </p><p>Because of the explosion in the number of television channels and print </p><p>titles and the increasing number of people taking to the Internet, it </p><p>was no longer true to say that below-the-line plays second fiddle to </p><p>above-the-line, speakers at the MarCom Asia 2000 conference said. </p><p><BR><BR> </p><p>They said that advertising has always been about "the big idea" that </p><p>generates sales for a client, and conveying that idea to a specific </p><p>target audience has normally been through the television and print </p><p>media. </p><p><BR><BR> </p><p>"The difference between now and just five years ago is that today we </p><p>have so many media channels open to us and that means we can target much </p><p>more effectively than ever before. </p><p><BR><BR> </p><p>"For one client, above the line might be the way to go. For another, it </p><p>might be below the line. It all depends on which channel is deemed the </p><p>best to reach a set target market," M&C Saatchi CEO Ian Thubron </p><p>said, </p><p><BR><BR> </p><p>Ms Kitty Lun, a 20-year veteran of the advertising industry who recently </p><p>became CEO of women's lifestyle portal Miclub, said that in the past the </p><p>lion's share of an advertising budget would normally be earmarked for </p><p>the television or print media. </p><p><BR><BR> </p><p>"Right now, clients are asking for a more thorough analysis of his media </p><p>options. Just saying, 'Let's do a TVC' is not good enough anymore," she </p><p>said. </p><p><BR><BR> </p><p>Saatchi & Saatchi regional ECD Craig Davis agreed, saying that in </p><p>today's environment, ideas rule more than ever before. </p><p><BR><BR> </p><p>"We're all in the business of making connections between brands and </p><p>people," he said. </p><p><BR><BR> </p><p>But he added, "You have to always ask yourself, 'Does it (the ad) make </p><p>you laugh, cry or interested?' Reward people with interesting ideas and </p><p>they reward you with their interest in you. Think out of the box, the TV </p><p>box, the computer box." </p><p><BR><BR> </p>