P-7: Differentiate between the characteristics and objectives of the various below-the-lines promotional techniques?

Promoting a product can consist of: Advertising: Billboards, TV, radio, newspaper etc. Sales promotion: Competitions, discounts, coupons etc. Publicity: Sponsorship etc. Personal selling: Tele-marketing, presentations etc. Internet. It is important that the promotional method(s) chosen, suit the product. The following factors need to be taken into account when choosing a promotional method: nature of product, what stage the product is at in its life cycle and what funds are available. These different types of promotion can be split into two main categories: above the line and below the line promotion. Below the line promotional methods include: In-store: Vouchers and special offers. Loyalty card offers: Can encourage repeat purchases or encourage someone to purchase a product that they would not normally buy. Competitions: Include both in-store and competitions on the back of packaging. Packaging: Used as an 'eye-catcher' to attract the consumers' attention. Above the line promotional methods include:
Press: Includes newspapers and magazines. Can be detailed and ad retained but little

color is available and ads don't stand out.

 TV advertising: Very popular so ad can be shown to large audiences and can also demonstrate the product in use but there is a reluctance to watch ads and they are sometimes difficult to remember. Radio: Many stations to advertise on and ads can be targeted if a radio station has a particular audience.
Cinema: Color, sound can be used well on big screen and age group can be targeted but

there is a limited audience and message can be short-lived. Posters / billboards: Can be sited near shops for impulse buying and good for short punchy messages but give a limited amount of information and can be effected by weather and graffiti. Internet: New form of advertising. It is easy to monitor and is cheap to set up but there is an uncontrollable audience. http://www.projectalevel.co.uk/as_a2_business_studies/promotion The terms 'below-the-line' promotion or communication refers to forms of non-media Communication, even non-media advertising. Below-the-line promotions are becoming increasingly important within the communications mix of many companies, not only those involved in FMCG products, but also for industrial goods.

Various below the line techniques:

Sales Promotion Public Relations Sponsorships Product Placement Direct Marketing Packaging and Merchandizing

Sales promotion:
Sales promotion plays a vital role in inducing the consumer to buy your product. Sales promotion work includes all those activities, which are directed towards promoting sales. In short, sales promotion is any activity, which improves the effectiveness of personal selling and advertising. Sales promotion devices can include premiums, rebate (reduction in price on higher level of purchase) coupons, contest ( a promotion where consumers compete fro prizes or money on the

basis of skills or ability) and sweep stakes(a promotion where winners are determined purely by chance), temporary price reduction, free goods, letters to trade, literature, educational material, displays and trade shows. Sales promotion takes into consideration the communication gaps that always exist between the producer and the consumer. The reasons behind the popularity of the sales promotion is the growing power of retailers, Declining Brand Loyalty among customers, Increased Promotional Sensitivity, Brand Proliferation, Market fragmentation etc.

Objectives:
The sales promotion programs are made to accomplish the following objectives: To introduce a new product. To increase the inventories of middlemen and consumers. To increase a products rate among existing consumers. To attract new customers. To counter a competitor's sales promotion and other activities. To reduce a seasonal decline in sales. To make it easier for salesmen to secure more orders and arrange displays in retail stores. http://www.blurtit.com/q514629.html

Public Relations:
The management function which evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action to earn public understanding and acceptance. Public Relation is implemented through conducting press releases, Press Conferences, Interviews, and Internet etc. Traditionally, Public Relation is considered as a non marketing function to maintain the mutually beneficial relationship between the organization and public. The New role of PR requires strong links between marketing and PR Department. Both PR and Marketing make unique but complementary contributions to building and maintaining the many relationships essential for organizational survival and growth.

Objectives of Public Relations:

Building Product Awareness: When introducing a new product or re launching an

existing product, marketers can use a PR element that generates consumer attention and awareness through media placements and special events. Creating Interest: Whether a PR placement is a short product article or is included with other products in round up article, stories in the media can help entice a targeted audience to try the product. For example, around the holiday season, a special holiday food may be promoted with PR through promotional releases sent to the food media or through special events that sample the product.

 Providing Information: PR can be used to provide customers with more in depth

information about products and services. Through articles, collateral materials, newsletters and websites, PR delivers information to customers that can help them gain understanding of the product. Stimulating Demand: A positive article in a newspaper, on TV news show or mentioned on the Internet, often results in a discernable increase in product sales. Reinforcing the Brand: In many companies the public relations function is also involved with brand reinforcement by maintaining positive relationships with key audiences, and thereby aiding in building a strong image.

http://www.knowthis.com/principles-of-marketing-tutorials/publicrelations/objectives-of-public-relations/ Sponsorship:
Sponsorship is the financial or in-kind support of an activity, used primarily to reach specified business goals. Sponsorship should not be confused with advertising. Advertising is considered a quantitative medium, whereas sponsorship is considered a qualitative medium. It promotes a company in association with the sponsor." A large number of events these days use sponsorship support to offer more exciting programs and to help defray rising costs. Sponsorship allows companies to reach specifically targeted niche markets without any waste. In addition, it is a powerful complement to other marketing programs, in addition to having a dramatic influence on customer relations.

Product placement:
It is the process which integrates an advertiser's product into movies and TV shows for clear, on-screen visibility. It is part of the rapidly expanding entertainment industry reaching millions of people daily through movies, television, and video. Books, cartoons, video games and even television shows are now the hottest vehicles for advertisers to get their products in front of a target audience

P-8: recommend the use of individual techniques in two commercial situations?

We have selected Nestle and Standard Chartered bank Pakistan, which are two different organizations in nature.

1. Nestle:
Nestle was founded in 1866 by Henri Nestle with Headquarters in Vevey, Switzerland. It has employed around 250,000 people and has factories and operations in almost every country in the world. It is one of the worlds largest Food and beverage companies. The registered corporate

office of Nestle Pakistan is in 308 upper Mall, Lahore. Their office in Peshawar is located in 201 block b, second floor, City tower Nestle offers in a variety of brands of which the most well known are: Nescafe Nestle Kit Kat Nestle juices Nestle bottled water Nestle has been using television and radio advertisements. In print media they are using billboards, news paper, pole signs and posters. In summers Nestle use direct marketing which is one of below the line promotional technique by providing cool points of Nestle pure life where chilled pure life is available for instant drinking. We would like to suggest the following two below the line techniques: Product placement Sales promotion Nestle products are fast moving consumer goods, there is very good chance of promoting their products in placing them in different movies, dramas where audience watch them with focus. For example a boy drinking Nestle mineral water or a child eating Nestle Kit Kat chocolates. It is relatively economical medium of advertising and the product is placed forever in DVDs of the movies so people will watch it repeatedly. Moreover, Nestle distribute their products to retailers, departmental stores where they sell Nestls product to consumers, so they need to focus on Sales promotion because it will boost their sales. They need to promote giving rebate to retailers and then the retailers to the final consumers. They need to provide retailer free gifts so that they can give them to the consumers. It will help Nestle in improving the effectiveness of their personal selling and advertising.

2. Standard Chartered Bank:

Standard Chartered plc is listed both in London stock exchange and the Hong Kong stock exchange and is consistently ranked in the top 25 among FTSE-100 companies by market capitalization. Standard Chartered has a history of over 150 years in Banking and operates with a global network of over 1400 branches in over 50 countries. Standard chartered Pakistan is the largest international bank in Pakistan. It has been operating in Pakistan for over 140 years when it was established in 1863 in Karachi. Its local branches in Peshawar are situated in jumrod road and Sadder Cantt. In Pakistan the advertising strategy of standard chartered bank consists of promotion on TV, billboard and posters (above the line). They are using below the line technique in the form of

painting their building which is an attractive advertising medium beside this they have place brochures in different places for walk in clients to announce their new service offerings. Sometimes clients do not read these brochures placed on tables themselves, there should be some people distributing these brochures among clients visiting their offices as well as to people outside. We would like to suggest sponsorship below the line technique for standard chartered bank. Every year Punjab government conduct a marathon race, there is good opportunity for standard chartered bank to sponsor that event under the supervision of Punjab government. Similarly they can sponsor t20 cricket domestic or international matches in Pakistan as RBS bank has been doing. Sponsoring these events shows what the actual vision of the bank is and can make it a perfect medium for advertising itself in Pakistan. P-9: Explain the principles and process of campaign management Communication goals The primary goal of marketing communications is to build awareness of a business, its products, and its position through customer facing materials such as brochures, press releases, Web sites, and trade show presentations. Planning an integrated and consistent cross-team approach to these activities one that reinforces a company's message with target audiences and motivates customers to buy is the marketing communications manager's top responsibility. A good marketing communications plan requires you to do substantial research. You need to have an in-depth understanding of your target audiences and the processes involved in buying, selling, and communicating. After you've armed yourself with the knowledge that you need, you can determine what you hope to gain from your marketing activities, what you want your customers to know, and how best to communicate that information to them. You'll also need to decide on a budget and schedule, and to evaluate any constraints that these might place on the campaign. Ideally, your marketing plan should outline the communications process step by step. Situation Analysis The overall goals of the situational analysis are to identify strengths, weaknesses, opportunities, and threats in the market (a SWOT analysis relative to SOM). Cite specific evidence from your research to support your conclusions. Be as thorough and specific as you can. Examine a variety of situational factors in your analysis and include the following: Industry/Company Overview Describe the industry in which your product competes, its size, growth, current trends and developments, and any key factors necessary for an understanding of the setting. Also provide a very brief history of the company, its product lines, sales history, target

markets, current marketing mix and any other factors that make the company what it is today. Product Review Describe the product or service that is the focus of your campaign. Include the products sales history, market share, strengths, weaknesses, key benefits, brand image, and other factors important for an understanding of the products or services performance and place among its category competitors. Competitive Review and your Competitive Advantage Who is the competition? What images do they convey in their advertising and promotional materials and on their web site (if applicable) vs the image your product/service conveys? What do they promote as their distinctive competencies? Is there a difference between consumers perception of the competition and the way the competition is promoted (their positioning strategy)? From your perspective and the objective information you have evaluated, what are the actual competitive advantages of your product/service and that of the competition? Consumer Research Identify the various market segments. Consider the various methods of segmenting a market including demographics, psychographics, product benefits, usage patterns, buying behavior and decision-making Who are the potential target audiences for this product or service (consider potential users, actual users, initiators, influencers, decision-makers, purchasers)? Develop a user profile that highlights the demographic, psychographic, and behavioral characteristics of potential users. What are the implications of this classification for planning your advertising and promotional program for your product or service? Which of the response hierarchy models discussed in the chapter is most applicable for your product or service? Specify the various stages in the response process through which consumers will have to pass before purchasing your product or service. Campaign Objectives To successfully penetrate the product or services by generating awareness and brand building preference by 25%. To stimulate trail purchase by 20% and repeat purchase by 13% by offering incentives that encourage brand switching. To gain a 3.5% share of the any market by the end of one year.

 To establish organization as the new and preferred provider of the products and services

by a minimum of 10% among targeted consumers. Strategies The overall message to be communicated to the target audience is that a product or service is the new in market and which has a lot of new and unique offers not currently found in the industry. The creative plan used to deliver this message will include key points such as uniqueness of product, low price, best quality and etc. Other key points will emphasize premium offers such as the Discount Buy one Get one free and so on, which is the first of its kind in the current market and their innovative products or services. The main technique used to deliver this message will include humor and controversial issues, in order to generate awareness that can later be developed into consumer demand. T.V. and radio commercials would be the most effective vehicles to deliver this message. The media plan would include a Direct Response Plan, Interactive Communications Plan, Sales Promotion Plan and a Public Relations Plan. Budget Allocation Setting an advertising objective is easy, but achieving the objective requires a well-thought out strategy. One key factor affecting the strategy used to achieve advertising objectives is how much money an organization has to spend. The funds designated for advertising make up the advertising budget and it reflects the amount an organization is willing (i.e., approved by highlevel management) to commit to achieve its advertising objectives. Organizations use several methods for determining advertising budgets including: Percentage of Sales: Under this approach advertising spending is set based on either a percentage of previous sales or a percentage of forecasted sales. For example, an organization may set next years advertising budget at 10% of this years sales level. Alternatively, companies may consider allocating advertising funds based on a percentage of forecasted sales. What is Affordable: Many smaller companies find spending of any kind to be constraining. In this situation, advertising may be just one of several tightly allocated spending areas and, thus, the level spent on advertising may vary over time. For these companies, advertising may only occur when extra funds are available. Best Guess: Companies entering new markets often lack knowledge of how much advertising is needed to achieve their objectives. In cases where the market is not well understood, marketers may rely on their best judgment (i.e., executives experience) of what the advertising budget should be. P-10: combine appropriate techniques into an integrated and cost-effective campaign

Integrated marketing communication:

It is the coordination and integration of all the marketing communications tools, avenues and sources within a company into seamless program that maximize the impact for consumers and other end users at a minimum cost. It represents a holistic view of marketing. Marketing communications is a subset of the overall subject area known as marketing. Marketing has mix that is made of price, Place, promotion, product (known as the four P's), that includes people, processes and physical evidence, when marketing services (known as the seven P's). Integrated campaign is a part of the marketing mix, includes all the means by which a company communicates directly with present & potential customers. The process of presenting an integrated set of stimuli to a target with the intent of evoking a desired set of responses within the target market & setting a channel to receive, interpret & act upon messages & identifying new communication opportunities. Integrated marketing campaign ensures that all forms of communications and messages are carefully linked together. Importance of Marketing Communications not only informs, but is also used to differentiate the sellers products/services may also be effective in affecting the price elasticity of demand (non price competition) Prerequisite of Marketing Communication the marketing communications strategy of a firm must be coordinated and linked with concepts such as target segments, positioning, differentiation, and image. Marketing communication mix is also called as promotional mix. Integrated means combine of two or more elements, which may includes advertising, personal selling, public relation & sales promotion. These 4 elements are very much the traditional components of the promotional mix. In addition to these, other techniques are now increasingly added to the overall promotional mix. Promotion is one of the Ps in the marketing mix. A promotion has its own mix of communications tools. All of these communications tools work better if they work together in harmony rather than in isolation. Their sum is greater than their parts providing they speak consistently with one voice all the time, every time. Technique for developing an effective integrated promotional campaign: For developing an effective integrated promotional program, the marketing communicator must do the following six steps: Step1: Identify the target audience: The process must start with a clear target audience in mind. For example the target audience of Family drive in theatre is Middle and Elite class families of Peshawar. The target audience is crucial influence on communicators decisions on what to say, when to say, where to say etc. it is useful to define target audience in terms of usage, loyalty. Step2: Determine the communication objective:

1) Category need: Establishing a product or services as necessary to satisfy a perceived discrepancy between current motivational state and desired emotional state. A new service such as Family drive in theatre always should always begin with communication objective of establishing a category need. 2) Brand Awareness: Ability to identify the brand within the category in sufficient detail to make a purchase. Recognition is easier to achieve by designing attractive posters, leaflets, providing full information about Family drive in theatre. Brand awareness provides foundation for brand equity. 3) Brand Purchase intention: Self instruction to purchase the tickets of Family drive in theatre or to take purchase related action promotional offers in the form of free trial shows on two weekends in order to encourage viewers to make a mental commitment. Step3: An effective Message: Should get attention, hold interest, arise desire and obtain Action (AIDA MODEL). The following is important for Family Drive in theatre to create a good message. a) Message Content: The marketer has to figure out an appeal that will produce the desired response. There are three types of appeals. i. Rational Appeal: It relates to audience self Interest it is therefore important that services provide them their desired Benefits. ii. Emotional Appeal: it attempts to stir up positive appeal (love, pride, joy) that motivates purchase. iii. Moral Appeal: it is directed to the audiences sense of what is right and proper. b) Message Structure: its effectiveness depends upon the structure as well as the content of the message. c) Message Format: the communicators must develop a strong message format. In print ad, they have to decide on headline, copy, and color. If the message to be carried over radio the communicator has to choose words, voice qualities and vocalizations. If its carried over poster and banner they must focus on texture, scent, color, size and shape. Step 4: Choose the media through which to send the Message: There are two types of communication channels: 1) Personal communication channel: in this two or more people talk with each other either face to face or through telephone. Personal influence carries great weight for expensive visible product. 2) Non Personal communication channel: it include media such as i. Print Media: This consists of news paper, magazine, and direct mail. These options are below the line promotion which is relatively cheap ii. Broad Media: This consists of Radio and TV. These options are above the line promotional techniques for Family Drive in theatre for which they will have to

iii. iv.

spend a lot because on reputed channel they will be charge in hundred of thousand per second whereas radio is relatively cheaper than TV. Electronic Media: It includes audio tapes, video tapes, CD-ROM and webpage. Display Media: This comprise of billboards, signs, posters, banners, and hoarding. Billboard charge high price at valuable places of Peshawar such as University Town, jumrod road, and Hayatabad etc. The expensive billboard cost 128.000 per month and the least one cost 30000- 50000 per month. Printing a 12*4 banner costs 4000 a piece.

Family drive in theatre has just started its operations in Peshawar thats why they need to do excessive promotion keeping in view the costs of promotional tools and their own promotional budgets because that can be the barrier for their marketing campaign . Step5: Selecting the message source: If the promotional message is delivered by highly credible sources are more persuasive thus the marketer can hire a well known film actor, director to promote Family outdoor drive in theatre. As this type of cinema has been introduced for the first time in Pakistan and especially in Peshawar and the decline of cinema industry in Pakistan there fore people should be persuaded to visit this cinema. Step6: Collecting feedback: After Family drive in theatre has sent the message, marketers must then find its effect on the target audience by asking them do they remember the message. How many times they saw it? Etc. Through this they may suggest changes in their marketing campaign. P-11: Present promotion recommendations in the form of a promotion plan Promotion Recommendations: Following are the reasons that why BTL should be used: It is believed that BTL is not only cost effective and efficient for FMCGs (fast moving consumer goods) but also for industrial goods. Nowadays BTL has become an integral and important part of integrated marketing communication strategy of such companies whose target audience is limited though these techniques are also employed extensively by companies whose target audience is big by employing activates such as point of purchase display etc. It is highly recommended for touch and feels products or services where customers relay on instant information rather than formerly researched information items. The main reasons behind its increasingly extensive usage are that it makes sure recall of the brands along with highlighting various features of the company offerings.

 The bottom line is that Above-the-line techniques (advertising through mass media) are preferably designed by advertising people for big target audience where as BTL are designed keeping small groups of consumers need or preference in mind. It basically acts as supplement for achieving overall communication objective like for example by adopting ATL techniques a company will be able to establish brand identity but BTL lead consumers towards actual sale. Its results are immediate and its effectiveness can be measured very easily by simply using return on ratio formula. IT is extremely cost effective and companies can come with customized techniques for small group of target audience which is not possible while using ATL techniques. P-12: Suggest appropriate measures for assessing campaign effectiveness Effective ads Criteria Some of the key to effective ads are given below: There must be a feeling of urgency for the buyer. Tell your customer, you need the product today because it will make you reach your goals. Dont tell your customer tomorrow; they must buy today! Urgency! Study shows successful ads make the customer act now. There must be a list of benefits. Will you be smarter using the product? Or richer, or healthier, or faster? Focus on the client, not the advertiser. Most benefits are skillfully integrated into the ads It is a waste of time and space in an ad if you dont work in benefits. The customer must be told what to do. Tell your customer to order now. So many ads assume that the customer will guess to write, email, or telephone for the information, or product. They may because publication ads charge by the word, but on the internet you have more words. Tell the customer what to do. Provide the customer on how to respond today in several ways Effectiveness of Family drive-in-theatre To know about the results and success of an ad campaign proper sales figures and sales record are required in this regard. But due to the non availability of such record and because of some unavoidable reasons the effectiveness of the campaign was evaluated through questionnaires filled by people who attended our event. Q-1: Do you like to be entertained? A. Yes B. No

Q-2: What do you like in entertainment? A. Sports B. Games C. Movies D. Hanging Around

Q-3: Did you like to watch movies? A. Yes B. No

Q-4: According to you introducing Drive in theatre in Peshawar is a creative idea? Give your answer by ranking it (from 1 to 5) 1 2 3 4 5

Q- 7: Have you seen the advertisements of Family Drive-in-theatre? A. Yes B. No If no skip Q-8

Q-8: Through what source have you seen its advertisements? A. Brochures B. Billboard C. Radio

Q:-9: What influenced you to watch movies in Family Drive-in-theatre? A. Its advertisements B. For a change C. Others

Q-10: How was the print quality of the movie? Give your answer by ranking it (from 1 to 5) 1 2 3 4 5

Q-11: Is Shiraz Arina roof top parking best suited location for Drive in theatre? A. Yes B. No C. Any other location..

Q-12: Please Rate our Service? A. Excellent B. Above Average C. Average D. Poor

Analyzing the effectiveness of the campaign: analyzing the questionnaire shows that the advertising campaign was very effective in every aspect. Family Drive-in-Theatre advertised in every possible media available to create maximum awareness and to get the maximum sales share from compared to its competitors. The introduction of Family Drive-in-Theatre achieved substantial growth as compared to its customers. The main reason behind it was that the whole advertising campaign was well-managed. This campaign was also very successful because it created the image of the brand as it wanted to. As it was targeted towards elite class people are inclined towards it.

 The advertising campaign was very effective in a way that about 40% of our respondents were aware of Family Drive-in-Theatre. Billboards at various well determined localities were placed to maximize the brand visibilities which increased the sales of Family Drive-in-Theatre to a great extent. The questionnaire showed that about 50% respondent knew about Family Drive-inTheatre through all sources of advertisements which included, Billboards and Radio. In the campaigns all sources were used to make the majority of the Elite class aware of its launch. The effectiveness of the campaign can also be judged from the reply of respondent to question number 9; according to it about 50% of the consumers of Family Drive-inTheatre were influenced by its advertisements.

Appendix-2 Name: __________________ Q-1: Do you like to be entertained? A) Yes B) No Q-2: What do you like in entertainment? A. Sports B. Games C. Movies D. Hanging Around Q-3: Did you like to watch movies? C. Yes D. No E. I like to watch Pashto and Indian movies Q-4: According to you introducing Drive in theatre in Peshawar is a creative idea? Give your answer by ranking it (from 1 to 5) 1 2 3 4 5 Q- 7: Have you seen the advertisements of Family Drive-in-theatre? C. Yes D. B) No If no skip Q-8 Q-8: Through what source have you seen its advertisements? D. TV E. Newspaper F. Billboard G. Radio Q:-9: What influenced you to watch movies in Family Drive-in-theatre? Age: __________

D. Its advertisements E. For a change F. Others

Q-10: How was the print quality of the movie? Give your answer by ranking it (from 1 to 5) 1 2 3 4 5 Q-11: Is Shiraz Arina roof top parking best suited location for Drive in theatre? D. Yes E. No F. Any other location.. Q-12: Please Rate our Service? B) Excellent C) Above Average D) Average E) Poor