Question

Topic: Student Questions

What Is The Brand Communication Of A Popular Brand?

Posted by Anonymous on 7/24/2004 at 5:12 AM ET 125 Points
Hi, i am a MBA marketing student and doing a simple research of dell PC for my project. And the areas is about the brand communication via above-the-line & below-the-line activities.
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  • Posted by Blaine Wilkerson on 7/24/2004 at 12:03 PM Accepted
    Well, brand communication, is what it says it is: a way for a brand to communicate with its target market.

    ATL means communicating via TV, Radio, and other expensive, commission based ads/activities

    BTL is more along the lines of flyers, coupons, direct mail, email, ...less expensive media...usually print.

    I hope this helps give you some guidance.

    "Dude, it's a Dell!" (or whatever that guy said in the commercials) was a slogan used by Dell in both ATL & BTL ads. As you can see, it was sticky...sticky enough for me to kinda remember the ads and enough for you to choose for a topic!
  • Posted by Blaine Wilkerson on 7/24/2004 at 12:48 PM Member
    You are welcome!
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