This presentation discusses Below the Line (BTL) techniques and their integration with promotional strategies. It covers various BTL techniques such as Direct Mail Marketing, Door to Door Marketing, Exterior Location Marketing, Email Marketing, and Public Relations. It also explains the use and impact of Mobile Marketing on BTL techniques in the future. The presentation further discusses the development of a promotional plan for Westfield Complex, its integration with different promotional techniques, budgeting for the campaign, and measuring its effectiveness.