U.S. HISPANIC
Alejandro Quintero of GTVP adds Through The Line concept aiming to complete advertising exposition in all media
Maribel Ramos-Weiner| 24 de mayo de 2016
Alejandro Quintero, CEO of GTVP announced his firm new complete exposition offering for advertisers: Through The Line. This concept complements the Above The Line (TV, radio, press) and Below The Line (sales points, concerts, promotions) tools, and is all about social networks.Marketers are requesting commercials with a consumer total effect, Quintero said, talking from his offices at San Jeronimo at CDMX.The way of having a consumer total exposition is leveraging traditional media massiveness, which continues to have great penetration (Above The Line), plus the possibility of influencing the sales points with actions and tactic such as concerts (Below The Line). All of this has become very sophisticated and online media are also included, and combining these three its what is called Through The Line, he said. But what is important to highlight is that all this ends in an emotion. The use of new technology or the use of former technology dont work if emotions are not conveyed, because at the end of the day, we human beings only function based on emotions, he said. Alejandro Quintero left his position as VP Marketing at Televisa a year ago. Since then, he has been relaunching and adapting his firm GTVP, specializing in media marketing regarding the new digital trends.
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