Promotional Plan for Westfield Complex: Below-the-line Techniques

Task 2
Promotional
Plan

Below-the-line Techniques
Generally, It is one of the advertising strategies in
which a product is promoted through mediums other
than radio, television, billboards, print, film and the
internet. This is done by the company itself. Several
types of below the line advertising are direct mail
campaigns, trade shows and catalogues. This
advertising type tends to be less expensive and focus
more on the customers.

Continued...
Three techniques are as follows:
Direct Mail Marketing
Door-to-door marketing
Email Marketing
These techniques can be combined together and
integrated promotional strategy can be applied by the
Westfield complex, so that marketing of the product
can be done in an effective manner.

Other techniques used in below-the- line
promotion
As it was discussed in the earlier question about the
primary below-the-line techniques which is most
commonly used in almost every organization to
promote their products and services. Now, other below-
the-line techniques are being discussed which can also
aid in the promotion of the Westfield complex. Some of
them are discussed as follows:
Coupons
Free/Extra Product
Loyalty Programs