WHICH PROMOTION CHANNELS ARE BETTER VALUE FOR MONEY SPENT?
By S S Lal

For all Channel Promotion – there are various ways. Broadly we can divide in two categories all Promotional activities –

1.Above The Line- ATL is a type of advertising through media such as television, cinema, radio, print

2.Below the line – BTL sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having short duration. It is efficient and cost-effective for targeting a limited and specific group. It uses less conventional methods. BTL services may include those for which a fee is agreed upon and charged up front. Hoarding, Merchandising, POP are BTL.

Example,- if a pen manufacturer is going to promote its product, it may take the ATL route, but if a company manufactures Industrial Coolants, it will certainly take the BTL route, as the target group is very limited and specific.

For all Channel Promotion – there are various ways .

Broadly we can divide in two categories all Promotional activities –

1.Above The Line- ATL is a type of advertising through media such as television, cinema, radio, print

2.Below the line – BTL sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having short duration. It is efficient and cost-effective for targeting a limited and specific group. It uses less conventional methods. BTL services may include those for which a fee is agreed upon and charged up front. Hoarding, Merchandising , POP are BTL.

Example,- if a pen manufacturer is going to promote its product, it may take the ATL route, but if a company manufactures computer UPS, it will certainly take the BTL route, as the target group is very limited and specific.

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