REPORT: THE ASIAN ADVERTISING INDUSTRY POLL - Below-the-line given greater importance - Business intelligence brought to you by Media Magazine and CNBC Asia

<p>The latest MEDIA-CNBC Asian Advertising Industry Poll confirms the </p><p>fact that advertising these days isn't just about television commercials </p><p>and print ads. </p><p><BR><BR> </p><p>Greater emphasis and resources, the poll found, are being placed on </p><p>below-the-line activities as marketers attempt to harness the Internet </p><p>to develop as many one-to-one relationships as possible. </p><p><BR><BR> </p><p>But while agencies aren't reaping huge rewards from below-the-line yet, </p><p>75 per cent of respondents expected this to change for the better. </p><p><BR><BR> </p><p>They also expected banking and financial services to be the impetus for </p><p>further growth for the direct marketing industry. This is expected </p><p>because of the development of online banking and stock-trading. </p><p><BR><BR> </p><p>The exploding popularity of the Internet has given below-the-line a </p><p>major boost and this is underlined by the fact that 84 per cent of </p><p>respondents said it was 'crucial', 'very important' or 'somewhat </p><p>important' that email marketing efforts were incorporated into direct </p><p>marketing campaigns. </p><p><BR><BR> </p><p>In addition, 62 per cent said that their agency had integrated their </p><p>direct marketing and interactive functions. </p><p><BR><BR> </p><p>The increasing importance of below-the-line is without doubt. However, </p><p>this is not to say that above-the-line's importance has been greatly </p><p>diminished. </p><p><BR><BR> </p><p>Advertising professionals said that in this ad cluttered world, every </p><p>component of the campaign has to be treated with equal importance. </p><p><BR><BR> </p>