Why Do So Many Musical.Ly Videos Take Place In Target Promotion "Above the Line" and "Below the Line"

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Promotion "Above the Line" and "Below the Line"

Promotion can be loosely classified as “above the line” and “below the line” promotion. Promotional activities carried out through mass media such as television, radio, newspaper, etc. are above the promotion line.

The terms ‘below the line’ promotion or communication, refer to forms of non-communication, even non-communication advertising. Below the line promotions are becoming increasingly important in the communication mix of many companies, not only those dealing in fmcg products, but also for industrial products.

Some of the ways in which companies do BTL (below the line) promotion are by exhibitions, sponsorship activities, public relations and sales promotions such as giving freebies with goods, trade discounts given to merchants and customers, reduced price offers on products, giving coupons that can be redeemed later, etc. .

Promotion below the line

Below the line of sales promotions are short-term incentives, intended mainly for consumers. With the increasing pressure on the marketing team to achieve communication goals more effectively on a limited budget, there is a need to find more effective and cost-effective ways to communicate with target markets. This led to a shift away from traditional media-based advertising.

Definition of below the line promotion given by Hugh Davidson:

“An immediate or delayed incentive to purchase, expressed in cash or in kind, and having only a short term or temporary duration.”

Methods of below-the-line sales promotion

1. Price promotions

Price promotions are also known as “price reductions”. This can be done in two ways:

(1) A discount to the normal selling price of a product, or

(2) more than the regular priced product.

However, price promotions can also have a negative effect by spoiling the brand’s reputation or only temporarily increasing sales (during the discounts) followed by a lull when the discount is withdrawn.

2. Coupons

Coupons are another, very diverse, way to offer a discount. Consider the following examples of using coupons:

– on packaging to encourage repeat purchase

– in coupon books sent in newspapers that allow customers to redeem the coupon at a retailer

– Coupon cut as part of an ad

– on the back of the receipts

The main goal in promoting a coupon is to maximize the redemption rate – this is the rate of customers who actually use the coupon.

It must be ensured when a company uses coupons that retailers must keep enough stock to avoid customer disappointment.

Using coupon sales is often best for new products or perhaps to boost sales of existing products that are slowing down.

3. Gift with purchase

The “gift with purchase” is a very common sales promotion technique. In this program, the customer receives something extra along with the regular product purchased. It works best for

– Subscription-based products (e.g. magazines)

– Consumer luxury (e.g. perfumes)

4. Competitions and prizes

This is an important tool for increasing brand awareness among the target consumer. This can be used to boost sales for a temporary period and ensure usage among first-time users.

5. Refunds

Here, a customer receives a refund after submitting proof of purchase to the manufacturer.

Customers often view these programs with some suspicion—especially if the method for getting a refund seems unusual or burdensome.

6. Incentives for frequent user / loyalty

Repeat purchases may be stimulated by frequent user incentives. Perhaps the best examples of this are the frequent flyer or multi-user programs used by airlines, train companies, car rental companies, etc.

7. Point of sale displays

Shopping habits change for people living in metropolitan cities. People prefer big retail stores like Big Bazaar over local Kirana stores. Most buying decisions are made thanks to point of sale displays in these retail stores.

Some interesting examples of BTL promotion

Most of the big brands are following BTL promotion because of the rising cost of media based promotion, advertising load and increased buying.

Some of the interesting examples are:

Most educational institutions such as Career launcher, Time and PT hold informative workshops and free tests for students which provide direct interaction of these institutes with the target customer and hence a suitable platform to sell themselves.

Cell phone ringtones and music videos help the entertainment industry promote a music video or movie at a low cost compared to media promotion.

Various companies sponsor sports events to promote their brand, but nowadays media companies like Hindustan Times hold weekly events across the country where companies can set up their stands, display banners and posters and organize some fun activities. These events give companies a platform at a very low price to promote their brand and increase visibility among target consumers. These companies also give discount coupons to the winners of the games, which in turn increase the sales of the products and ensure that first-time users try these products as well.

Pepsi organized an inter-school cricket event for 425 schools in 14 cities, which did wonders for the company by promoting the brand among the right target customer at almost no cost.

Most pharmaceutical companies do BTL promotion by getting shelf space through doctors to display their products or by giving free calcium tablets again through doctors, knowing that for a patient a personal advice from a doctor will be more valuable than a commercial advertisement.

Another interesting BTL promotion was by NIKE, an athlete dressed in Nike sportswear could be seen jogging on an elevated treadmill throughout the day on National Highway 8, Delhi.

BTL promotions are gaining popularity among all major companies these days considering their effectiveness due to “individual customer promotion” at a price that is much less than regular media promotions.

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