5182 advertising and promotion

ADVERTISING AND
PROMOTION

Below the line promotion techniques and use of these
techniques to integrated promotion strategy
Some of important below the line promotional techniques are as follows.
Door to door selling- In this method product is sold house to house by a
salesman. But this technique is not very effective because people are busy
in their house and they does not pay so much attention on this sort of
marketing.
Coupons- Under this technique people receive a coupon on purchase of a
product and by submitting that coupon to the shopkeeper they can receive a
benefits. Hence, this method is quite popular among all sales promotion
techniques.
Rebates- This is traditional and most popular technique in which on making
purchase buyer gets a some amount of discount. Thus, this technique is
most powerful tool of attracting people towards store for making purchase of
the product. Hence, this technique is widely used by the retailers for quick
selling their products in festive seasons.

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Loyalty programs- Like discount this is also a popular method of enhancing
customer base. By introducing such kind of programs companies trying to
build loyal customer base. This tool is commonly used in retail industry
where competition is intense.
Sponsorship- By using this technique firm do branding of its name and make
its product popular among the customers. The main benefit that a company
reap by using this technique is that memory retention value in case of this
technique is very among the customers.

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Westfield can use this technique in its integrated promotion strategy. First of all
it requires to determine an amount up top which it can spent for adverting its
product. After determination of an amount Westfield will require to estimate an
amount that it requires to invest in each and every below the line promotion
strategy mentioned above other then door to door selling. Sponsorship is too
costly and if it can not afford this it can use coupon rebate and loyalty programs
for selling its product. It will allocate entire amount among these three mention
below the line promotion techniques. In this all these techniques will be used in
an integrated promotion strategy of Westfield.

Honorable, board of directors and stakeholders. Loyalty programs, coupons and
rebates are taken in to Westfield integrated promotion strategy and sponsorship
is kept as option. In order to start loyalty programs some schemes will be started
under which buyers will get a points and in long term they will get benefits of
these points. Apart from this, rebate schemes will also get started under which on
meeting certain conditions rebate will be given to the buyers. Coupon is another
technique which will be used in order to motivate customers to made purchase of
the product. Lucky buyers will get a coupon and will get some special benefits.
In this way, these measures will increase revenue level of an organization.

Other techniques of below-the-line promotion and
use of mobile marketing and its impact on
integrated promotion strategy in future
Other below the line promotion techniques area as follows.
Promotional pricing- Under this method by changing price of the
products companies tries to increase sales of its products. In other
words it can be said that by reducing price of the product company try
to increase sale of its product. This method is a very effective and
due to this reason this methods is widely used by the firms for
pushing sales of thew product.
Free sampling- This method is used when company is going to sell
some new and innovative product. By distributing free samples firms
initiate word of mouth marketing of their product. Hence, this
techniques is very effective for sale of new product.
Demonstrations- Demonstration as a below the line technique is used
in case of electronic products and garments. Through demonstration
and explaining a product a broad understanding about the company
product is created among target customers. In this way, company
identify preference of the people and sale its product to the target
customers.

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Today, mobile marketing is getting popular among new mediums of
advertising a product. In survey done by a marketing research
companies like Nielsen it has been find out that people spend a lot of
time on mobile by playing a games and social media. Hence, mobile is
emerging as a modern method for selling a product to the target
customers. In order to use mobile marketing companies simply requires
to develop their own applications. In order to ensure that more and more
people download these apps money as a motivating factor is used. In
other words, it can be said that on download of app an individual get
some money. In this way companies reached to mass audience. On use
these apps if people feel some sort of benefits then they also become
loyal customer of the firm product. Westfield can develop its own app and
through its app it can communicate attractive offers that are on its
shopping mall. In this way it will be able to increase its revenue on which
it is facing lots of issues.

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In future mobile marketing will be integral part of integrated promotional
strategy. This is people spends a lot of time on their mobiles by opening
web pages, playing games and operating social media. Moreover, people
are always interested in using new apps. Due to these reasons, mobile
marketing will be integral part of integrated promotion strategy and it will
play a decisive role in success of the company integrated promotion
strategy. Hence, Westfield must use this technique and by using analytic
s techniques must enhance sale of its products.

References
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Kazmi, S. H. H. and Batra, S. K., 2009. Advertising and sales Promotion. Excel Books India.
Kwok, S. and Uncles, M., 2005. Sales promotion effectiveness: the impact of consumer differences at
an ethnic-group level. Journal of Product & Brand Management. 14(3). pp. 170-186.
O’Guinn, T., et.al., 2014. Advertising and integrated brand promotion. Cengage Learning.
Pauwels, K., et.al. 2004. New products, sales promotions, and firm value: The case of the automobile
industry. Journal of marketing. 68(4) .pp. 142-156.
Ronald, L. W., 2008. Kleppner's advertising procedure. Pearson Education India.
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Hall.
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Thank you