media of advertising2

how about below the line?

Below the line sales promotions are short-term incentives, largely aimed at consumers. With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget, there has been a need to find out more effective and cost efficient ways to communicate with the target markets. This has led to a shift from the regular media based advertising.

According to Gaurav Singh, "Below-the-line sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having only a short term or temporary duration."

Below the Line uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than Above the Line strategies. These may include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front. Below the line advertising typically focuses on direct means ofcommunication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates. Another interesting and very effective BTL is Ssop Intercept. Trained sales personnel, often girls, are deployed at Retail Stores, near the shelves of targeted products. These girls convince customers visiting these shelves about the better aspects of their brand compared with others. This is ideal for new launches as it generates trials, which if successful result in repeat sales. In addition,above the line is much more effective when the target group is very large and difficult to define. But if the target group is limited and specific, it is always advisable to use BTL promotions for efficiency and cost-effectiveness.

Say, for example, if a pen manufacturer is going to promote its product, it may take the ATL route, but if a company manufactures computer UPS, it will certainly take the BTL route, as the target group is very limited and specific.

More recently, agencies and clients have switched to an 'Integrated Communication Approach.' BTL is a common technique used for "touch and feel" products (consumer items where the customer will rely on immediate information rather than previously researched items). BTL techniques ensures recall of the brand while at the same time highlighting the features of the product.

Some of the ways by which companies do BTL (below the line) promotions are by exhibitions, sponsorship activities, public relations and sales promotions like giving freebies with goods, trade discounts given to dealers and customers, reduced price offers on products, giving coupons which can be redeemed later etc.

In a nutshell, while Above-the-Line promotions are tailored for a mass audience, BTL promotions are targeted at individuals according to their needs or preferences. While Above-the-Line promotions can establish brand identity, BTL can actually lead to a sale. Above-the-line promotions are also somewhat impossible to measure well, while BTL promotions are highly measurable, giving marketers valuable insights into their return-on-investment.

According to EBS Worldwide, mainstream mass broadcast marketing is increasingly being viewed as uneconomical, in terms of Return on Investment, which is where BTL marketing fits in.

Methods of below the line sales promotion

1. Price promotion

   Price promotions are also commonly known as" price discounting". These can be done in two ways:

   • A discount to the normal selling price of a product, or
   • More of the product at the normal price

   Price promotions however can also have a negative effect by spoiling the brand reputation or just a temporary sales boost (during the discounts) followed by a lull when the discount would be called off.

2. Coupons
3. Gift with purchases, also gifts certificates
4. Competitions and prizes

   This is an important tool to increase brand awareness amongst the target consumer. It can be used to boost up sales for temporary period and ensure usage amongst first time users.

5. Money refunds

   A customer receives a money refund after submitting a proof of purchase to the manufacturer. Customers often view these schemes with some suspicion – particularly if the method of obtaining a refund looks unusual or onerous.

6. Frequent user/loyalty incentives
7. Point-of-sale displays

   Shopping habits are changing for the people living in metropolitan cities. People prefer big retail outlets like Big Bazaar to local kirana stores. Most of the decisions of buying are taken by the virtue of point-of-sale displays in these retail outlets. In these times of high inflation and more and more channel surfing, BTL are proving to be a very cost effective tool. As Tariq Ikram, a distributor of FMCG products in Karachi, Pakistan observes," the effect of BTL is immediate and objective, one can know within days about the effective utilization or not of money. We have seen great success in BTL activities done by Continental Biscuits and Engro Foods in Pakistan.

   
   
   
   
   now i know,,,
   BTL is more directly contact to the customers than ATL.