Planning Integrated Promotion: Amazon's Below-the-Line Techniques

This presentation identifies and explains primary below-the-line promotion techniques, focusing on how Amazon can utilize them within an integrated promotional strategy. It discusses internet marketing through social media and email, outdoor advertisements using televisions and pixel screens, sales promotions to expand business, and the use of pamphlets and brochures for broader reach. The presentation also evaluates the impact of mobile marketing on below-the-line promotion, emphasizing how consumer decisions and reviews obtained through mobile devices are crucial for understanding customer needs and culture. Mobile marketing facilitates interaction between employees and customers, providing valuable feedback and contributing to rapid business growth due to widespread digital device usage.

Advertising and Promotion in
Business Resubmission

3.1 Identification of primary below
the line techniques
Below the line techniques are the methods of promoting the product of
company without making use of mass media.
• Internet marketing
• Outdoor advertisements
• Sales promotions
• Using pamphlets and brochures

Cont...
Internet marketing:
Amazon has used social media, email marketing to promote its
products. These techniques help the company.
Outdoor advertisements:
These advertisements are done with the help of televisions and
pixel screens in public areas. This will help the company to
determine the views of their customers.

Cont...
Sales promotions:
This technique helps in expanding the business not only to the
customer's but it also assists in promoting different products to the
dealers.
Using pamphlets and brochures:
Through pamphlets and brochures, Amazon can promote its business in
every city and village as this can be pasted on the vehicles which
moves in different cities.

3.2 Evaluating the impact of M
marketing on below the line techniques
Amazon has used many other techniques which are defined as follows:
Mobile marketing:
Mobile marketing has affected by consumer decisions. Consumers
decision and reviews are very necessary for the organisation to
understand their needs and culture. Mobile marketing helps in
understanding their needs as all consumers are using mobiles and give
their comments through mobile phones.

Cont...
Impact of mobile marketing:
Mobile marketing has affected the business of the organisation as
employees and customers are able to interact with each other through
mobiles which helps Amazon to know about their experience for that
particular product. Further, it helps in growing the business rapidly as
most the people are using digital devices.