Primary Techniques for Below-the-Line Promotion and Integrated Use in Promotional Strategy

ADVERTISING
AND
PROMOTION

3.1 Primary techniques for below-the-line-
promotion and integrated use in promotional
strategy
Below-the-line (BTL) promotional techniques assists
business ventures to keep control over their
promotional efforts and with the implementation of
these techniques, organization establishing there
need not have to pay a single amount to any external
advertising agencies.
Further, it is relatively true as well that BTL
promotional technique is cost saver when compared
with Above-The-Line (ATL) technique.

Continued...
Further, some important BTL techniques are disussed below:
 Direct marketing: With the help of it, organizations existing
in Westfield complex can collect necessary information of
the customers in their database software. They can tell their
customers about the discount schemes and offers which are
impelling.
 Coupons: In this, individual gets a coupon after making
purchase of a product and by submitting that coupon to the
shopkeeper, they receive assured benefit. This is the most
common sales promotion technique which attracts
customers towards the organization product.

3.2 Techniques used in BTL promotion and evaluating
use of “M”
Sponsorship- With the use of this technique,
organization can do branding of their name and can
make their product available in the eyes of large
customer's audience.
Free sampling- Free sampling method can be used
when organization in Westfield complex is planning
to sell something new and innovative product.
Loyalty program- Loyalty method is just like a
discount method where organization focuses on
increasing the sale of that particular product.