Detailed Analysis of Advertising and Promotion Techniques Report

This report delves into various advertising and promotion techniques, focusing on below-the-line marketing strategies. It explores direct mail marketing, door-to-door marketing, personal selling, coupon usage, and pricing strategies. The report also analyzes techniques like free sampling and gift-with-purchase promotions. The report emphasizes the importance of understanding these techniques for effective marketing campaigns and mentions techniques like direct mail, personal selling, coupon usage, pricing in promotional techniques, free sampling for trial use, and gift with purchase. References from relevant sources are included to support the analysis.

Advertising and Promotion
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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.
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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
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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.
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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.
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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.
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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 increase in company product and services.
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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 of audiences.
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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.
• Okyere, N.Y.D., Agyapong, G.K. and Nyarku, K.M., 2011. The effect
of marketing communications on the sales performance of Ghana
Telecom (Vodafone, Ghana). International Journal of Marketing
Studies, 3(4), p.50.
• Lohana, S.R., 2011. Ethics in advertising and promotion.
International Journal of Management Prudence. 3(2). p.109.
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Thank you
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