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https://padlet.com/ssamyakbbafna/d9fbr2svfv7v

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https://padlet.com/sherawatsumi/yr9rrv5e1unq

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Shopping habits are changing for the people living in metropolitan cities. People prefer big
retail outlets like Big Bazaar to local kirana stores.

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big events organized for inauguration  where celebrities are called to promote there app. this can quickly spread the message and make the product successful in a short period of time

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on television
Advantages
-reach large numbers of people
-offers the ability to
convey your message with sight, sound and motion
Disadvantages
• Message is temporary
• Preferred ad times are often sold out far in advance

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MYNTRA USES E-MAILS FOR PROMOTION WHICH IS COST EFFECTIVE AND IS EFFECTIVELY TARGETED GEOGRAPHICALLY.

DISADVANTAGES ARE MAILING LIST BECOMES OBSOLETE IF NOT MAINTAINED AND HAS RELATIVELY LOW RETURN.

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They have become one of the biggest online fashion brands by paying celebs to post pictures/ stories with their clothes to promote it and raise awareness for their target audience of 15-40

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ADV-
Cheaper
Targeted
More control to firm
Can measure response rates

DIS-
Limited reach

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pamplet
they are cheap
too much information content that people don't read the entire text
contain alot of information about the brand
couching centers
BTL
Radio
it has a wide range of cutomers everyone hears radio
the advertisements are not good enough as they don't have visual advertisement
new apartment

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promotion through youtube videos where they promote their product before any video played. the advertisement is done for a particular time and viewers can't avoid it. so again they watch the complete promotion.

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Sugar bear vitamin pills uses social media to promote

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Sugar bear vitamin pills uses social media to promote

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They pay influencers to post pictures/ stories with their pills to promote it and raise awareness for their target audience of 18- 40

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BTL- Regular emails by Make my Trip for attractive packages
ATL- TV advertisements by companies like Coca-Cola, Airtel, etc

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Qriyo Tuitions uses BTL marketing. People distribute its pamphlets outside schools. There isn't any use of external mass media, thus it is relativley cheaper than ATL. Additionally, it is marketing where it thinks most of the demand is going to come from, which means there is more efficient marketing.

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Starbuck's digital network partnership with yahoo, mobile apps, online community and its' own website, where consumers can give feedbacks and check reviews.

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Starbuck's digital network partnership with yahoo, mobile apps, online community and its' own website, where consumers can give feedbacks and check reviews.

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TV, news paper, well known magazines.

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footballers are featured in the ads of adidas studs which is an atl form of promotion 

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footballers are featured in the ads of adidas studs which is an atl form of promotion 

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many a times people are followers of these celebrities

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Travel agents, hotels, hospitals and big supermarkts usually use BTL promotion as it allows them to add a lot of information in low cost. this type of promotion is also audience specific

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They use Facebook and Instagram ads which are cheaper and they reach to their target audience quickly.
Adv- Cheaper

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They use instagram ads which are cheaper and they reach to their target audience quickly.

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Internet marketing
Social media marketing – marketing through social media channels like Facebook, twitter, linked in, google plus or others. Facebook pages can be used by companies to offer products to their customers and to get in touch with customers. Sponsored products can be used for promotions. Similarly, linked is in fact a proper B2B portal with many head hunters using linkedin for recruitment. Thus, social media marketing is by far the most commonly used tactics of below the line marketing

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using billboard advertisement housing real estate  Catch their target while their traveling the highways and byways with outdoor billboard advertisements that display messages about your brand.

btl example
amazon uses btl using direct mail to their target
advantages are tha

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MCdonalds I am lovin it

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coca cola used family's name on the drinks to make consumers remember about the product 

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coca cola used family's name on the drinks to make consumers remember about the product 

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it is an ATL form of promotio

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NIKE USES TELEVISION ADVERTISING WITH ITS 'JUST DO IT' SLOGAN, WHICH IS THE BIGGEST CONTRIBUTOR OF NIKE TO ATTRACT CUSTOMER.

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main promotional strategy used by zara is that they make their own bags and their main mode of promotion is word of mouth 

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main promotional strategy used by zara is that they make their own bags and their main mode of promotion is word of mouth 

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Coming to the most talked about brand of 2016, Paytm. I remember being addicted with Paytm when they came out with their TV campaign — Paytm Karo. (ATL)

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1,2,4 and cugies

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Everyone get atl btl examples tomorrow positively

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1. Wider reach
2. Better connect with audience
3. Brand building

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Above the line marketing includes mass marketing strategies which are largely untargeted and are focused on building the brand.

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BOGO on Shoppers Stop
Personalized advertising through Google AdSense
Pamphlets in newspapers about trips
Jewelry Shows
Promotional Mails

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Perhaps the biggest advantage to below-the-line advertising is the cost. While TV and radio ads tend to hit the pocketbook hard, direct mail and search engine marketing are not only more reasonable but can be scaled up or down in cost much more easily.

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Advertising can be typically be grouped into two categories: above-the-line and below-the-line advertising. Above-the-line advertising is typically marketing that is done by ad agencies and includes television, radio and press promotion. Below-the-line advertising is typically conducted by the company itself.

Direct Mail Marketing

While direct mail can have mixed results, when used properly, it can be an effective means of advertising. Direct-mail campaigns should be professionally designed, and copywriters should be hired to create compelling messages that your intended customer's can't ignore. The costs for direct mailings are directly dependent on the size of your campaign but generally are lower than most above-the-line advertising techniques.

Exterior Location Marketing

Exterior location marketing involves driving interest to an event or sale through the strategic use of employees placed outside the location. Typically, these methods include sandwich-board style promotions or even dressing up the employee in a costume to draw more attention to the location. These employees may stand alongside the road, getting the attention of passing drivers. While this technique is not often employed, it can be beneficial for small companies, restaurants and auto dealers.

Email Marketing

Email marketing can also be a form of below-the-line advertising if your company conducts the campaign on its own. You are communicating directly with the consumer through this form of marketing and can direct them to a landing page where they can learn more about what you are offering. This in turn gives you the ability to measure campaign effectiveness. Email marketing is generally inexpensive, and results can be good if the email list is targeted and fresh and follows double opt-in guidelines Double opt-in refers to the process where consumers have to confirm their subscription to an email list before emails can be sent to them.

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Exterior location marketing involves driving interest to an event or sale through the strategic use of employees placed outside the location. Typically, these methods include sandwich-board style promotions or even dressing up the employee in a costume to draw more attention to the location. While this technique is not often employed, it can be beneficial for small companies, restaurants and auto dealers.

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These are basically forms of marketing the product using mass media sources.
Television advertising- For eg., Ajay Devgn promotes Kesari paan masala, and the ad comes in commercial breaks on the television.
Radio advertising- For eg., the Delhi government informed about its Odd Even rule on the radio

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ATL IS WHERE MASS MEDIA IS USED TO PROMOTE BRANDS. ATL USES INTERNET, RADIO TELEVISION, ETC.
ATL IS MUCH MORE EXPENSIVE THAN BTL. ALSO ATL TARGETS WIDE AUDIENCE AND IS NOT SPECIFIC TO SPECIFIC AUDIENCE.

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Door-to-Door Marketing
example of door-to-door marketing would be insurance sales. An agent goes through their territory, knocks on doors and then tries to sell a policy if the person is interested in learning more about what they have to offer.

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Sales promotion.

Direct marketing and direct mail.

Public relations (PR)

Sponsorship.

Personal selling.

Branding and merchandising.

Packaging.

Telemarketing.

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door to door promotion
Door-to-door marketing takes selling to a personal level, and this is one of the most common forms of below the line advertising. This technique requires highly trained sales staff that know how to build customer relationships and can walk that fine line of being persistent without being annoying.

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BREAKING DOWN 'Below The Line Advertising'

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BREAKING DOWN 'Below The Line Advertising'

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Below-the-line advertising seeks to reach a consumer, instead of a mass audience, directly rather than through an intermediary, such as with a commercial during a television show. This type of advertising is often centered on specific localities and is used to promote products that a consumer wants to see in person. It can be coupled with in-store sales to help explain the features of the product.

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Below-the-line advertising is an advertising strategy in which a product is promoted in mediums other than radio, television, billboards, print and film. Types ofbelow-the-line advertising commonly include direct mail campaigns, trade shows and catalogs, and targeted search engine marketing.