Advertising and Promotion in Business - Techniques and Strategies Used

This presentation provides an overview of advertising and promotion techniques, with a focus on below-the-line promotion strategies. It discusses the importance of techniques like door-to-door marketing, coupons, and loyalty programs, using the Westfield Complex as a case study. The presentation further evaluates promotional pricing and trade-in methods, emphasizing the role of marketing in enhancing these techniques. The presentation highlights the importance of targeted approaches in advertising and provides insights into how businesses can create demand through various promotional activities. The presentation concludes with a list of references for further reading.

Advertising and promotion in
Business
Task 2

Introduction
This presentation highlights some important techniques
which can be used in below the line promotion.

3.1 Primary techniques of below the
line promotion
Door to door
Selling-Coupons
 Loyalty programs

Continued…
Westfield Complex can use the stated techniques such as
coupons and loyalty programs of below-the-line
promotion to make more and more people aware about
the products and services which it will be going to offer.
Other than this, the complex can also move hoarding
with its ads in order to make people aware about its
products and services.

3.2 Evaluation of other techniques
of below the line promotion
Promotional pricing
Trade in

Continued…
Below the line promotion, there includes activities that
are specific and focused on a particular group of people.
Marketing plays very effective role in this kind of
promotional technique.
With the help of techniques such as promotional pricing,
trade in, door-to-door selling etc, companies become
able to create demand in market.
Marketing can be used in all the techniques of below-
the-line promotion.
It helps in enhancing all the activities of below-the-line
promotion.

References
Hutt, M. D. and Speh, T. W., 2005. Business Marketing
Management. South-Western Publishing Company.
Mangold, W. G. and Faulds, D. J., 2009. Social media:
The new hybrid element of the promotion mix. Business
horizons. 52(4). pp 357-365.
Morrison, M. A. and et.al., 2011. Using qualitative
research in advertising: Strategies, techniques, and
applications. Sage Publications.
O’Guinn, T. and et.al., 2014. Advertising and integrated
brand promotion. Cengage Learning.

Thank You