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At present we find a great variety of channels, types of activations and actions Below The Line (BTL) that allow us to innovate and discover new ways to fulfill the objectives established in our marketing plan, even more with limited budgets.

For this, Carola Fernández, Director of Marketing of Cinemex, emphasizes that it is important to be creative when defining BTL actions in a marketing plan. And for that, he shares 10 steps that in his opinion are very useful to put together a plan for focusing on the realization of BTL strategies:

1. Understand the corporate strategy and objectives so that the marketing plan is aligned and helps to comply with them.

2. Define priorities.

3. Perform a detailed analysis of the market, the competition and our company.

4. Identify opportunities and risks.

5. Define the general objectives.

6. Define the objectives that can be achieved from BTL strategies.

7. Define BTL strategies and their tactics (it is very useful to involve different people in a brainstorming since there are many possibilities for BTL actions and new ideas come up every day).

8. Define the budget.

9. Present the plan and get approval and support.

10. Run and evaluate results.

Headings

Header one

Header two

Header three

Header four

Header five

Header six

Blockquotes

Single line blockquote:

Stay hungry. Stay foolish.

Multi line blockquote with a cite reference:

People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I’m actually as proud of the things we haven’t done as the things I have done. Innovation is saying no to 1,000 things.

Steve Jobs – Apple Worldwide Developers’ Conference, 1997

Tables

Definition Lists

Definition List Title

Definition list division.

Startup

A startup company or startup is a company or temporary organization designed to search for a repeatable and scalable business model.

#dowork

Coined by Rob Dyrdek and his personal body guard Christopher “Big Black” Boykins, “Do Work” works as a self motivator, to motivating your friends.

Do It Live

I’ll let Bill O’Reilly will explain this one.

Unordered Lists (Nested)

• List item one
  • List item one
    • List item one
    • List item two
    • List item three
    • List item four
  • List item two
  • List item three
  • List item four
• List item two
• List item three
• List item four

Ordered List (Nested)

1. List item one
   1. List item one
      1. List item one
      2. List item two
      3. List item three
      4. List item four
   2. List item two
   3. List item three
   4. List item four
2. List item two
3. List item three
4. List item four

HTML Tags

These supported tags come from the WordPress.com code FAQ.

Address Tag

Anchor Tag (aka. Link)

This is an example of a link.

Abbreviation Tag

The abbreviation srsly stands for “seriously”.

Acronym Tag (deprecated in HTML5)

The acronym ftw stands for “for the win”.

Big Tag (deprecated in HTML5)

These tests are a big deal, but this tag is no longer supported in HTML5.

Cite Tag

“Code is poetry.” —Automattic

Code Tag

You will learn later on in these tests that word-wrap: break-word; will be your best friend.

Delete Tag

This tag will let you strikeout text, but this tag is no longer supported in HTML5 (use the <strike> instead).

Emphasize Tag

The emphasize tag should italicize text.

Insert Tag

This tag should denote inserted text.

Keyboard Tag

This scarcely known tag emulates keyboard text, which is usually styled like the <code> tag.

Preformatted Tag

This tag styles large blocks of code.

.post-title {
	margin: 0 0 5px;
	font-weight: bold;
	font-size: 38px;
	line-height: 1.2;
	and here's a line of some really, really, really, really long text, just to see how the PRE tag handles it and to find out how it overflows;
}

Quote Tag

Developers, developers, developers… –Steve Ballmer

Strike Tag (deprecated in HTML5)

This tag shows strike-through text

Strong Tag

This tag shows bold text.

Subscript Tag

Getting our science styling on with H₂O, which should push the “2” down.

Superscript Tag

Still sticking with science and Isaac Newton’s E = MC², which should lift the 2 up.

Teletype Tag (deprecated in HTML5)

This rarely used tag emulates teletype text, which is usually styled like the <code> tag.

Variable Tag

This allows you to denote variables.