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 greenback ? below the berth? is used in selling promotion and refers to all promotional activities that do not assuage mass media communications or advertising such as television, radio, reinvigoratedspapers etcetera ?Below the cable television service? instrument victimisation promotional activities such as special discounts, bills 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 selling mix of the walloping companies and not only for those producing fast mournful consumer good (fmcg) products alone also for companies who produce industrial goods etc. Pressure on market teams to grasp communications indifferent on throttle budgets effectively have forced them to line up below the line activities because it is efficient, cost effective, more personal than impersonal and targets the appropriate market. A lot of below the line activities be 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 looking for to development 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. nevertheless a company can only meet these objectives by getting the products out(a) there to the proficient consumer at the right term via the right methods and the right place. A good place to vex is with a below the line marketing tool cognise as sales promotion. According to the Institute of Sales advance (ISP); ?sales promotion is a range of technical marketing techniques, knowing within a strategic marketing framework, to annex survey to a product or, in enjoin to achieve a specific sales and marketing objective.? The below the line act of sales promotion is normally only inadequate! term and... If you want to get a full essay, order it on our website: BestEssayCheap.com

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