Date post: | 10-Apr-2015 |
Category: |
Documents |
Upload: | anshu-chhabra |
View: | 359 times |
Download: | 27 times |
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