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.
• Reminder
3.
• Persuation
2.
• Awareness
objective
1.
OBJECTIVE
PROMOTION
Types of promotion
 PROMOTION MIX
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
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
INTEREST
D T

DESIRE
A N L
O
TI
C
A
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 BILL

NEWSPAPER INTERNET SMS
BOARDS
 CREATIVE STRATEGY

In-house Vs Outsourcing
Content Imagery, text, animation, movie
Theme: information, advice, persuasive,
reminder, branding, corporate design
customer education/training
 CREATIVE STRATEGY
 ADVERTISEMENT:
 IN TELEVISION

OUTSOURCED

CONTENT • Movie

• Informative
THEME • Persuasive/
branding
CREATIVE STRATEGY CONTD.

 IN RADIO:

OUTSOURCED
DESIGNING

CONTENT • VOCAL

• INFORMATIVE
THEME • REMINDER
CREATIVE STRATEGY CONT’D…
 IN NEWSPAPER:

IN-HOUSE

• TEXT
CONTENT • IMAGERY

• INFORMATIVE
THEME • PERSUASIVE
• BRANDING
CREATIVE STRATEGY CONTD.
 ON BILL BOARDS

Outsource

• TEXT
CONTENT • ANIMATION

• REMINDER
THEME • PERSUASIVE
CS FOR ADVERTISMENT CONTD.

 ON INTERNET

IN-
HOUSE

CONTENT • PICTURES/IMAGERY

• PERSUAUSIVE
THEME •
•
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.
 PRICE
PRICE
PROMOTION
PROMOTION

POS
POS COUPONS
COUPONS
DISPLAY
DISPLAY

TECHNIQU
TECHNIQU
ES
ES OF
OF BTL
BTL
GIFTS
GIFTS
LOYALTY
LOYALTY WITH
WITH
INCENTIVES
INCENTIVES PURCHASE
PURCHASE

COMPETITI
COMPETITI
MONEY
MONEY ON
ON AND
AND
REFUND
REFUND PRIZES
PRIZES
CREATIVE STRATEGY FOR BTL TECHNIQUES
 Via Discount Schemes

IN HOUSE

CONTENT • Text

THEME
:Persuasive
 VIA GIFTS

OUTSOURCE

CONTENT • TEXT

THEME • REMINDER
• BRANDING
VIA INFORMATIVE WORKSHOPS

INHOUSE

CONTENT
• PERSUADE
THEME •
INFORMATIVE
VIA POSTERS/PAMPHLETS &
STANDY
OUTSOURCE

• TEXT
CONTENT • IMAGERY

• INFORMATION
THEME • REMINDER
VIA CANOPY

INHOUSE

CONTENT • TEXT

• INFORMATION
THEME • 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.

 SalesIncrease 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 & BTL
ATL BTL

• Reach a mass audience. • Individual consumers are

targeted.

• Establish brand identity / • Issue a “call-to-action,”

reinforce emotional concepts inspiring specific customer
surrounding a product or activity
brand
• May or may not drive • Drive individual responses
customer response

• Difficult to capture various • Easy to capture different

segments in one go. segments through specific
techniques.
 COMPARISONS CONT.
ATL BTL

• Difficult to measure • It is quantifiable and

measurable

• Preferred mode of • Preferred mode of

communication when budget communication when
is more and reach is large. promotional budget is less.

• Return on Investment is • Possibility of high Return

low 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 :

 TVcommercial says 'come into the

store to sample XYZ product‘.

 TVcommercial is a form of ATL

advertising.

 Once in the store, promotions through

store banners, competition entry forms.
PROMOTIONAL BUDGET OF PDP
Presented By:
Manish Khurana
Gunjan Kharbanda
Prachi Sharma
Surbhi Panesar