Below the Line Promotion Channel

PROMOTION

Promotion is communicating with the public in

an attempt to influence them toward buying

your products and/or services.

PROMOTION OBJECTIVE

•Awareness objective

1.

•Persuation

2.

•Reminder

3.

Types of promotion

Advertising - Any paid presentation and promotion of ideas, goods, or services by an identified sponsor. Examples: Print ads, radio, television, brochures .

Personal Selling - A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: Sales presentations, telemarketing.

Sales promotion - Media and non-media marketing communication which is employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples: Coupons, contests, product samples, rebates, trade shows, and exhibitions

PROMOTION MIX

Public relations - Paid intimate stimulation of supply for a product, service, or business unit by planting significant news about it or a favourable presentation of it in the media. Examples: radio presentations, speeches, and seminars.

Direct Marketing Selling via direct contact with the prospective customer. Direct marketing is largely dependent upon the use of customer databases and lists. Examples: door-to-door selling, newspaper insert

AIDA MODEL TO CONVEY PROMOTION OBJECTIVES

A AWARENESS ATL

I B

D T

A L

INTEREST

DESIRE

ACTION

AIDA describes a common list of events that are very often

undergone when a person is selling a product or service:

•A - Attention (Awareness): attract the attention of the

customer.

•I - Interest: raise customer interest by focusing on and

demonstrating advantages and benefits

•D - Desire: convince customers that they want and desire the

product or service and that it will satisfy their needs.

•A - Action: lead customers towards taking action and/or

purchasing.

.

WHAT IS ATL? ABOVE THE LINE COMMUNICATION: An impersonal, conventional type

of communication. It is advertising through media such as television, radio, print, web banners and web search engines to promote brands.

TECHNIQUES OF ATL

1.ADVERTISEMENT

TELEVISION RADIO NEWSPAPER BILL BOARDS INTERNET SMS

CREATIVE STRATEGY

In-house Vs OutsourcingContent Imagery, text, animation, movieTheme: information, advice, persuasive,

reminder, branding, corporate designcustomer education/training

CREATIVE STRATEGY ADVERTISEMENT:

IN TELEVISION

OUTSOURCED

CONTENT

THEME

• Movie

• Informative• Persuasive/

branding

CREATIVE STRATEGY CONTD.

IN RADIO:

OUTSOURCED DESIGNING

CONTENT

THEME

• VOCAL

• INFORMATIVE• REMINDER

CREATIVE STRATEGY CONT’D…

IN NEWSPAPER:

IN-HOUSE

CONTENT

THEME

• TEXT• IMAGERY

• INFORMATIVE• PERSUASIVE• BRANDING

ON BILL BOARDS

Outsource

CONTENT

THEME

• TEXT• ANIMATION

• REMINDER• PERSUASIVE

CREATIVE STRATEGY CONTD.

CS FOR ADVERTISMENT CONTD.

ON INTERNET

IN- HOUSE

CONTENT

THEME

• PICTURES/IMAGERY

• PERSUAUSIVE• REMINDER• BRANDING

WHAT IS BTL?

BELOW THE LINE COMMUNICATION:

"Below the line" promotion refers to

forms of non-media communication or

advertising, which are measurable and

leads to sales as well.

TECHNIQUES OF BTL

PRICE PROMOTION

COUPONS

GIFTS WITH PURCHASE

COMPETITION AND PRIZES

MONEY REFUND

LOYALTY INCENTIVES

POS DISPLAY

CREATIVE STRATEGY FOR BTL TECHNIQUES

Via Discount Schemes

IN HOUSE

CONTENT

THEME :Persuasive

• Text

VIA GIFTS

OUTSOURCE

CONTENT

THEME

• TEXT

• REMINDER• BRANDING

VIA INFORMATIVE WORKSHOPS

INHOUSE

CONTENT

THEME• PERSUADE• INFORMATIVE

VIA POSTERS/PAMPHLETS & STANDY

OUTSOURCE

CONTENT

THEME

• TEXT• IMAGERY

• INFORMATION• REMINDER

VIA CANOPY

INHOUSE

CONTENT

THEME

• TEXT

• INFORMATION• ADVICE• BRANDING

ADVANTAGES OF BTL Establish one-to-one relationship.

Removes intangibility.

Promotion to sales conversion is high.

Measurable

ADVANTAGES CONTINUED Effect of different strategies can be analyzed and

changed as per need.

Long term and easily attained customer trust.

Sales Increase through effective techniques like coupon redemption.

CONTD. Reduction in the overall cost to the

company.

Personalized and measurable ROI.

Precise customer targeting and intelligent selling due to enhanced information availability and strategies.

Frequent, easier and relevant interactions between consumer and marketer.

COMPARISON BETWEEN ATL & BTLATL BTL

• Reach a mass audience. • Individual consumers are targeted.

• Establish brand identity / reinforce emotional concepts surrounding a product or brand

• Issue a “call-to-action,” inspiring specific customer activity

• May or may not drive customer response

• Drive individual responses

• Difficult to capture various segments in one go.

• Easy to capture different segments through specific techniques.

COMPARISONS CONT.ATL BTL

• Difficult to measure • It is quantifiable and measurable

• Preferred mode of communication when budget is more and reach is large.

• Preferred mode of communication when promotional budget is less.

• Return on Investment is low

• Possibility of high Return on Investment is more.

WHAT IS TTL?

THROUGH THE LINE COMMUNICATION:

In the TTL approach, a mix of ATL and BTL are

used to integrate a marketer's efforts and

optimize returns from these separate

investments.

TTL CONT’D... An advertising strategy involving both ATL &

BTL communications in which one form of advertising points the target to another form of advertising thereby crossing the 'line‘.

Example :

TV commercial says 'come into the store to sample XYZ product‘.

TV commercial is a form of ATL advertising.

Once in the store, promotions through store banners, competition entry forms.

PROMOTIONAL BUDGET OF PDP

Presented By:Manish KhuranaGunjan KharbandaPrachi SharmaSurbhi Panesar