This presentation explains the primary techniques of below the line promotion, such as direct mail and door-to-door marketing. It also evaluates other techniques like personal selling and the use of coupons. References are provided at the end.
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Advertising and Promotion 1
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TABLE OF CONTENT 1 SLIDE:3.1 Explaining the primary techniques of below line promotion 7 SLIDE: 3.2 Evaluating other techniques used in below the line promotion. 10 SLIDE: References
3.1 Explaining the primary techniques of below line promotion •A promotional technique such as below the line is techniques of marketing which are for the shorter periods for getting quick customer responses. •Along with this, techniques of marketing planning can be also taken into consideration such as gifts, discounting strategy for purchasing goods and services. 4
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Cont.... •The promotional techniques which are below the line help in reaching the customer quickly and directly (LI, Walters and Scott, 2016). •There is a different type of process which can be taken into consideration for targeting the group of customer. there are a different organization which use this technique some of them are discussed below 5
Cont... •Marketing through the direct mail: In direct mail, the company sends its customer updates of its existing and new product and all its discount offers. It makes mail attractive by including some offer on its product which encourages customer to buy particular company product and services. 6
Cont... •Techniques to door to door marketing: In this technique, the company sells its product and services by going from one individual to another. It is one of the effective technique which firm can use for selling its product because in this company can directly communicate to its customer in respect to advertising techniques for below the line. 7
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3.2 Evaluating other techniques used in below the line promotion. •Personal selling: In personal selling, company sells its product and services face to face to its customer. it is one of the effective below the line technique which company can use for selling its product (Lovett, Peres and Xu, 2016.). In face to face selling product can be promoted by the sellers with the support of its appearance, attitudes, and knowledge related to particular product and services which they are selling.8
Cont.... •Use of coupon: in below the line promotional technique it is one of the effective technique because in this coupon can bee redeemed in financial discount at the time when product was purchased by the customer. •Pricing in promotional technique: It is a method in which there is a reduction in price when customer by product in the offer. This type of offer is valid for limited time and help in increasing the sale which leads to increase9
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Cont... •Free sampling for trial use: In this company sell its sample product to the customer which help in taking suitable feedback from a customer in relation to product and services. This technique is also considered as one of the effective technique in below the line. •Gift with purchase: In this technique company provide the gift to its customer when they purchase their company product. It is very effective for targeting a large number of11
Refernces •Shimp, T.A. and Andrews, J.C., 2012. Advertising promotion and other aspects of integrated marketing communications. Cengage Learning. •Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects on consumer decision– making process.International Journal of Marketing Studies. 4(2). p.121. 12