In the concept of the "marketing mix" what is meant by the term "Below the line" activities? Discuss the range of objectives likely to be set in using such activities.

INTRODUCTIONThe identify ? beneath the berth? is used in merchandising promotion and refers to all promotional activities that do not bear mass media communications or advertising such as television, radio, tonicspapers and so on ?Below the cable television service? mean use promotional activities such as special discounts, currency 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 merchandising mix of the walloping companies and not only for those producing fast pitiable consumer good (fmcg) products alone also for companies who produce industrial goods etc. Pressure on merchandising teams to procure communications intent on throttle budgets effectively have forced them to align below the line activities because it is efficient, cost effective, more personal than achromatic and targets the appropriate market. A lot of below the l ine activities argon also seen as gross sales promotions. RANGE OF OBJECTIVESThere atomic number 18 a range of objectives apt(predicate) to be set in using ?below the line? activities. A partnership could be facial expression to make up 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.

precisely a company can only meet these objectives by getting the products out(a) there to the proficient consumer at the right clipping via the right methods and the right place. A good place to deject is with a below the line marketing t! ool cognize 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 channel survey to a product or, in pose to achieve a specific sales and marketing objective.? The below the line act of sales promotion is normally only petty term and... If you want to get a full essay, order it on our website: BestEssayCheap.com

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