BTL-Promotion
Below-the-line promotion generates no agency commission and includes sales promotion, public relations and direct mail
BTL-promotion includes such forms as sales promotion, PR, direct marketing.
Sales promotion. Companies use sales promotion tools coupons, contests, premiums, and the like to draw a stronger and quicker buyer response, including short-run effects such as highlighting product offers and boosting sagging sales. Sales promotion tools offer threedistinctive benefits:
1. Ability to be attention-getting. They draw attention and may lead the consumer to the product.
2. Incentive. They incorporate some concession, inducement, or contribution that gives value
to the consumer.
3. Invitation. They include a distinct invitation to engage in the transaction now.
PR. Theappeal of public relations and publicity is based on three distinctive qualities:
1. High credibility. News stories and features are more authentic and credible to readers than ads.
2. Ability to reach hard-to-find buyers. Public relations can reach prospects who prefer toavoid mass media and targeted promotions.
3. Dramatization. Public relations can tell the story behind a company, brand, or product.
Direct and interactive marketing. Direct and interactive marketing messagestake many forms over the phone, online, or in person. They share three characteristics:
1. Customized. The message can be prepared to appeal to the addressed individual.
2. Up-to-date. A message can be prepared very quickly.
3. Interactive. The message can be changed depending on the person s response .
⠀ Hackley, C. (2005). Advertising and promotion: Communicating brands. London: SAGE Publications (р. 247)
⠀ Kotler, P., Keller, K. L.(2012). Marketing management(14th ed.). New Jersey: Prentice Hall (p. 513-514)