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Promotion can be loosely classified as "above the line" and "below the line" promotion.
The promotional activities carried out through mass media like television, radio, newspaper etc. The terms 'below-the-line' promotion or communications, refers to forms of non-media communication, even non-media advertising.
(Advertising)In organisational business and marketing communications, Below the line (BTL) is an advertising technique.
It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. These may include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front.
Also, discount coupons are given for interested buyers, with details of nearby retailers.
Most of the pharmacy companies do BTL promotion by getting shelf space through doctors to display their products or by giving away free calcium tablets again through doctors, knowing that for a patient a personal advise from a doctor would hold more value as compared to a commercial advertisement. An athlete dressed up in Nike sportswear could be seen jogging on an elevated treadmill for the whole day on National Highway 8, Delhi.
These can be done in two ways: A discount to the normal selling price of a product, or More of the product at the normal price. Competitions and prizes This is an important tool to increase brand awareness amongst the target consumer.
Alt Price promotions however can also have a negative effect by spoiling the brand reputation or just a temporary sales boost (during the discounts) followed by a lull when the discount would be called off.2. It can be used to boost up sales for temporary period and ensure usage amongst first time users.5.
An example would be a TV commercial that says 'come into the store to sample XYZ product'.
In this example, the TV commercial is a form of 'above the line' advertising and once in the store, the target customer is presented with 'below the line' promotional material such as store banners, competition entry forms etc.
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Money refunds Here, a customer receives a money refund after submitting a proof of purchase to the manufacturer.