Below-the-Line Promotion: Techniques & Integrated Promotional Strategy

This report elucidates various below-the-line (BTL) promotion techniques and their application within an integrated promotional strategy. It covers direct mail marketing, door-to-door techniques, and email marketing, alongside other methods like individual selling, coupons, rebates, trade-in policies, free offers, loyalty programs, free trials, and discounts. The report distinguishes between advertising and public relations, highlighting the informative nature of PR versus the call-to-action focus of advertising. It also discusses sales promotion techniques, emphasizing price discounts, rewards, games, contests, and gifts, all designed to provide immediate customer advantages. The document provides a detailed overview of how these techniques can be strategically employed to enhance a business or product's market presence.

TASK 3

3.1- EXPLAIN PRIMARY TECHNIQUES OF BELOW-THE-
LINE PROMOTION AND HOW THEY ARE USED IN AN
INTEGRATED PROMOTIONAL STRATEGY FOR A
BUSINESS OR PRODUCT
• Marketing by direct mail: in this process the advertising or the
promotion of such new smartphone in the individual's email id. It should
be very much to the point, informative and so much professional that no
one able to avoid the advertisement.
• A door to door technique: door to door technique is another way to
promote some products. One man has to sell the product to individuals
one by one. The door to door process is very much familiar to the people.
It is also a strong communication in the below the line advertising
techniques.
• Email Marketing: email marketing is also the affective technique of
below the line marketing. In this Technique a Company or organisation
run their campaign on their own, they use the email to promote their
products. They target the customer to mail them directly.

OTHER TECHNIQUES USED IN THE BELOW-
THE-LINE PROMOTION:
• Individual selling: it is another selling plan associated with the marketplace sellers. Individual sellers
are the small seller with few items or products to offer the customer.
• Coupons: distribution of coupons to the consumers is the important technique in the below the line
promotion.
• Rebate: it’s an amount paid for refund or return on what has been contributed already. Mail rebate is
very much common now.
• Tread in policy: tread policy has different names like commercial policy or international policy.It
means all the rules and regulation that are proposed to change or modify the international trend flow.
Its Aim to boost up the nation's international trend.
• Free or extra: free gifts or the extra products are offered to the consumer at a fixed range of
marketing.
• Loyalty programme: it is a reward programme that is offered by the company, who frequently buy
the products.
• Free trial: the free trial is offered to the customer before buying the products.
• Discounts: discounts are available in some products that attract the customer to buy more and more.

DIFFERENT TYPES OF
PROMOTIONS:
• Advertising: Advertising is a form of promoting anything. That may be
products, services, and image of the company.

ADVERTISING IS MAINLY TYPE –
FREE ADVERTISING,
ADVERTISING
• Free advertising: it is an informative communication absence of sponsor.
• Main focus on reporting news, company’s information.
• It uses the mass media (press conference, press release)
• Advertising: the sponsor pays it. It mainly promotes the company good i.e.
• Company’s products. The features of advertising are following-
• It is a paid promotion strategy.
• The aimed market is territorially scattered.
• Mass media is used to transmit the message.
• It’s an impersonal communication strategy.
• The identical messages are chosen for company's
advertisement.

DIFFERENCE BETWEEN THE PUBLIC
RELATION AND ADVERTISING ARE AS
FOLLOWS-
• Public relations are full of informative messages. Such as achievements of
accompanying, annual sports, yearly balance sheet, etc.
• Advertising calls are needed the instant action when a public relation is
engaged in building trust.
• Repetitions are found in the advertising where the uniqueness is found in
the public relation.
• Public relations can achieve through the public dialogue. But it is useless
in advertising.

SALES PROMOTION:
• Offer an instant advantage to the customer- a price discount, a higher
quantity at the same price, cost-free services, organise a contest.
• The exceptional features of sales promotion – temporary advantage that
is only available for the period.
• Sales promotions performed an instant action.
• Sales promotion got affected when the customers are not buying any
products.

TECHNIQUES USED IN THE
SALES PROMOTIONS:
• Price discount: specific discounts in particular products at the time of
purchasing the product by the customers.
• Rewards: few rewards are arranged for the regular customers by the
company. Rewards may be expensive gifts for the consumer.
• Games: some games are offered to the customer at the time of
purchasing. Through winning, they are gifted with some products.
• Contests: Contests are also held to offer the products as the gift to the
consumer.
• Gifts: company provided gifts as rewards to the customer as depend on
their marketing of a specific product.