Below-The-Line

Part 1
The growing importance of Below-The-Line when comparing to Above-The-Line in the recent years.
More and more advertising and promotional budget has been shift from Below-The-Line to Above-The-Line continuously and significantly.
Requirements: 2 pages with 5-10 reference.

Part 2
Why the efficiency and the effectiveness of Above-The-Line medium have deteriorated continuously and significantly?
Is it because of (i) the substantial increase on the varieties of Above-The-Line medium, (ii) the growing importance and popularity of social media, (iii) the changes on the media habit, (iv) the decrease on consumer loyalty etc.
Requirements: 2 pages with 5-10 reference.

Part 3
Why the efficiency and the effectiveness of Below-The-Line medium have become more and more crucial, important and vital?
Is it because of (i) it was at the most important stage of the whole consumer decision making process, (ii) right frame of mind of the consumer etc.
Requirements: 2 pages with 5-10 reference.