<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/501d7d32-a90d-4dfb-94e5-2d4bb4eee26b/02A05FD5-3E38-45B9-9E04-3D6989729388/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://community.brandrepublic.com/forums/p/10595/37823.aspx" href="http://community.brandrepublic.com/forums/p/10595/37823.aspx" style="font-size: 11px;">community.brandrepublic.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://community.brandrepublic.com/forums/p/10595/37823.aspx"><P>The phrase 'the line' is relatively traditional and many would argue it is now irrelevant ( lots of agencies call themselves integrated these days).</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://community.brandrepublic.com/forums/p/10595/37823.aspx"><P>For at least some of us, however, 'the line' is defined by two things: objectives and measurement.</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://community.brandrepublic.com/forums/p/10595/37823.aspx"><P>ATL = Brand advertising, where the expectation is that you are changing awareness, perception, or attitudes in order to convert people to purchase at some future point, and using an alternative channel (e.g. retail, on line sales, etc): it's measured by research.</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://community.brandrepublic.com/forums/p/10595/37823.aspx"><P>BTL = direct advertising, is where your objective is to change behaviour immediately  (buy or contact using the execution) and your measurement is response and conversion data, typically using 'ROI' or Return on Investment'. </P></blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/02A05FD5-3E38-45B9-9E04-3D6989729388/blog/" title="blog or email this clip"><img src="http://content6.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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