A Comprehensive Review of Below the Line Promotion Techniques

This presentation provides an overview of below the line (BTL) promotion techniques, which are short-term marketing strategies designed to elicit quick customer responses. It covers various methods such as direct mail, where companies send updates and offers directly to customers; door-to-door marketing, involving direct sales from person to person; and personal selling, which focuses on face-to-face interactions to promote products using appearance, attitude, and product knowledge. Additional techniques discussed include the use of coupons for financial discounts, promotional pricing to reduce prices for a limited time, free sampling for trial use to gather customer feedback, and offering gifts with purchase to attract a larger customer base. The presentation references academic sources to support its analysis of these integrated marketing communication strategies.

Advertising and
Promotion
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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

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.
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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

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.
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