Advertising Features

Understanding and modern development of branding advertising
7 Тема 3

After studying the chapter's material, the student must:

know what to know.

The concept and characteristics of branding advertising;

• Modern branding development;

Classification of BTL technology services;

Key direct marketing activities;

• Different types of marketing incentives;

• Consumer activities and trade promotion;

Public relations activities (PR);

To learn

• To distinguish traditional means (ATL-technology) from non-conventional modes of sale (BTL-technology);

:: Use marketing incentives;

• Apply PR activities;

BTL technology applications;

• Consumer instruments and trade promotion;

• Marketing techniques;


Understanding and modern development of branding advertising

Branding advertisements other than traditional means (ATL-Technology) (above the line - above the line) - traditional means of sale (direct advertising) includes so-called BTL-technology (below the line - under the line) which refer to non-traditional sales techniques (small advertising).

The origin of the term BTL was born 50 years ago, when one of the company ' s executives PPOG, making the marketing cost estimates, including advertising in the press, TV, etc., and summarizing the outcome. But I remembered that I didn't take into account the cost of giving free samples and other actions to advance the product. It was therefore necessary to write these figures below, i.e. under the line.

Reasons for increasing popularity of BTL technology in the world:

:: Reduction of the effectiveness of traditional means of promotion;

:: Retail trade structure (networkshop development). In sales, between 60 and 80 per cent of purchase orders are made. When using BTL technology, sales increase between 2 and 4 times and 10 times.

The following classification of BTL services may be provided.

1. Direct marketing (direct marketing).

2. Promotion of marketing (sales promotion).

3. Business marketing (event marketing).

4. Other.

We'll look at the details of every BTL technique.

Direct marketing (direct marketing) - impact on a specific audience according to a database commissioned by the advertiser or by himself or receiving feedback from a particular consumer. The essence of the method is to personalize advertising. Direct marketing activities include:

:: Postal mailing (direct-mail) - mailing addresses to specific potential buyers, customers;

Telemarketing - use of telephone and telecommunications technologies in conjunction with database management systems for direct sales to consumers (call centres);

• Television marketing - includes the use of special commercial television channels intended for transmission only commercial and advertising Information, as well as feedback advertisements, advertisement on TV, which involves a quick feedback with the consumer;

● SMS messages - targeted messages to mobile users, most often advertisements are added to free mail (hogoda, horoscopes, aphis, etc.);

:: Interactive marketing - e-commerce (trade operations using info communications technologies) linking consumers to a vendor ' s computerized data bank;

• Database development and processing services for direct marketing (database service).

Promotion of marketing (sales promotion) is a set of marketing activities aimed at increasing sales (stimulation of purchasing demand, acceleration of marketing and delivery). Both consumers (consumer promotion) and sellers (trade promotion).

Consumer promotion is a set of activities aimed at the buyer, through which the purpose of inducement to purchase a trial, encourage re-purchase, increase the frequency of consumption of the produce (services). Purchasing is the most massive and visible type of BTL activity.

Consumer-oriented shares (consumer promotion) can include:

:: Promodels - interactive activities aimed at consumers when they are offered:

- Take a free sample of products or advertisements (sampling - sampling);

- try the product (deguration);

- To take part in the lottery, the competition, the prizes (play marketing);

- To exchange a competitor ' s product for a commercialized product (.switch-selling);

- To know the properties of the product (presentation, consultation).

• POS (Point of Sales) materials - promotional materials for use in sales (merchandise) places, the purpose of which is to increase the sale of a particular product or group of goods at a given trade point (sprays, volbles, dispensers, jumbi, silftoxers, litboxes, stylers, mobile benches, banners);

Visual communications - a set of indicators (wirings, panels, promotion boards, information walls, etc.) that help to guide the space and provide users with the necessary information (location of facilities and their parts, deployment of specific staff, time of operation, etc.);

:: Loyalty enhancement programmes - lottery, prize pranks, reservoir systems (purchase bonus).

Trade promotion is a package of measures aimed at promoting the marketing network to promote distribution, increase turnover and increase sales (stimulation of traders and partner loyalty programmes). The seller-oriented shares are:

∙ Incentives to trade personnel - activities such as assessment of the effectiveness of motivation of sellers, professional competitions and bonus systems;

• Partners ' loyalty programmes - conferences, seminars, holidays.

Developmental marketing (event marketing) - activities aimed at promoting brands, services and companies through bright and rememberable events. It is often not important to participate in the event, but the information wave it caused and the perception of the user of the stamp products of his involvement.

The following activities can be included in recent marketing:

Events are special events and actions that can not only be remembered, but also in some cases become news:

Presentation, opening ceremony;

• Festival, fair, holiday;

Meeting, round table, conference, seminar;

anniversary, anniversary;

• Open day, business tour, etc.

Sponsoring is investing in special events for its own advertising and PR.

Public relations (public relations) (PR) - formation, maintenance and change of public opinion:

Communication with the media;

:: Management of images and reputations;

• Internal corporate PR;

• Anti-crisis response.

Other developments are, for example:

Special programmes for the promotion of goods and services through show-to-marketing;

sponsorship of a particular sporting team, which can be both financial and service to a team of its products or services (spore marketing);

Organization of lunches, furs and services during special events (kethering).

Finally, other BTL-Meronias, which are difficult to classify by species, may include:

:: Product placement - introduction of advertising in art films, series, books, games, music;

:: Use of non-standard advertisers for {ambient marketing);

• buzz-marketing (buzz - sounding) - rumour generation, public opinion resonance after the event. It involves agitating, making noise around the product, both technical and natural means of communication. Above all, buzz-marketing is a rumour system and the ability to support discussions, that is, to deal with what the PR traditionally does. This includes information technology for the management of an event, and the use of typical psychological interventions. Such technology is used to launch low-budgeted newcomers to complex recycled markets. It is effective for products intended for young people, or for innovative things, as well as for expensive images.

Advertising media has a special place, common objects and materials that are suddenly advertised. It is not clear how to classify them whether they are the variety of traditional outdoor (outdoor) or internal (indoor) means of advertising, or whether they are more appropriately classified in BTL. Intelligence Consulting Company (which enters the Starcom MediaVest Group Russia) proposed a classification made by the British outdoor operator Concord in 1998 (table 6.1).

Table 6.1

Classification of types of non-standard carriers






Trade centers, parks, AS, supermarkets, post office, fast food feeding points.

Teleboxes, ticket commercials, roll-out lids, cardboards, online advertising, eggs, bags


Cinemas; stadiums; bars, clubs and restaurants; Fitness clubs; concerts

Card shades, wall advertisements and floors of toilets, ads for beer cups

I travel

Metro, railway and buses (transports and stations); bus stops; AP and service points; airports, etc.

Trailers, buses, etc., "pistolets" on the AZ, subscriptions, parking partition commercials, ticket commercials.

Educational institutions

Schools, universities and colleges, libraries

Posters, video screens, announcements, mortgages, garbage baskets


Children ' s sites, emergency response services

Opportunities for sponsorship

Business and environment

Institutions, office buildings, etc.



Air and mobile

Air balls, sky notes

In the West, BTL-industry is developing especially hard. In the United States, for example, more than 50 per cent of the total advertising market shares indirect advertising.

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