INTRODUCTIONThe line ?below the berth? is used in merchandising promotion and refers to all promotional activities that do not accommodate mass media communications or advertising such as television, radio, newspapers etc. ?Below the cable television service? means using promotional activities such as special discounts, money back coupons, competitions, divvy up discounts, reduced price, etc. to promote or advertise a product or companionship. Use of below the line activities is enough more frequent in the marketing mix of the walloping companies and not only for those producing fast moving consumer good (fmcg) products alone also for companies who produce industrial goods etc. Pressure on marketing teams to achieve communications objective on throttle budgets effectively have forced them to adapt below the line activities because it is efficient, cost effective, more personal than impersonal and targets the appropriate market. A lot of below the line activities are also seen as gross sales promotions.
RANGE OF OBJECTIVESThere are a range of objectives apt(predicate) to be set in using ?below the line? activities. A partnership could be looking to increase the company?s share of the market, expand into new geographical markets, acquaint new products, attract new users, increase sales performance and increase the awareness of a brand.
But a company can only meet these objectives by getting the products out(a) there to the proficient consumer at the right time via the right methods and the right place. A good place to start is with a below the line marketing tool known as sales promotion. According to the Institute of Sales Promotion (ISP); ?sales promotion is a range of technical marketing techniques, knowing within a strategic marketing framework, to add survey to a product or, in order to achieve a specific sales and marketing objective.? The below the line act of sales promotion is normally only short term and...
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