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The concept with longer relationship with customer gained the importance. Thus, got the Marketing concept its being. Slowly, this became the integral and most important part of the strategy and the prime tool while devising a plan for revenue generation. The increase in competition, the globalization, economic growth and recession all has played its role and made the process richer and complexer each day. Among the multiple facets that form the wings of this approach, brand promotion is one that too has grown in the ways of implementation and has seen fortuned innovations. With the advent of the present century, the existing tug of war between advertising and sales promotion took a new shape and came the concepts Above - The- Line and Below The- Line activities (ATL and BTL) widening both scope and intensity of this war. The ATL or above-the-line propagated traditional marketing channels that strived to reach a mass audience with messages that reinforce a brand communicate general product information or inspire an emotional response.
i.e. ATL focuses on - Mass Reach - It creates Brand Awareness - And has no direct consumer involvement.
It thus has the vehicles like: Print Advertising, Hoardings, Electronic Channels and the Radios. While the “Below-the-line” initiatives, by comparison, acted like traditional direct marketing efforts – they aspired to establish targeted relationships between marketers and individual consumers, and offer comparable ease in measurability.
i.e. BTL is consumer defined . It generates Trial. and has direct consumer involvement.
kept seeing a steady growth in expenditures. Through The Line approach. It started eating the budgets of the ATL activities.e. The worry among the media people thus was. which had seen a cut in the past few months. It started complementing the ATL. BTL. Consumer contacts. which had been constant throughout. But then came the period of recession. BTL techniques ensured recall of the brand while at the same time highlighting the features of the product. The world (especially the growing economy started seeing a growth in the BTL along with the ATL budgets. fresh and resulted though smaller in size was more decipherable. has been around forever but under a new named coined for media men is called the TTL approach.' BTL was a common technique used for "touch and feel" products (consumer items where the customer would rely on immediate information rather than previously researched items). With its unique ability to personalize and customize communication this form of communication started penetrating metros to cities and to rurals. Sometimes the same vehicles can act as both BTL and ATL activity complementing each other e. Until the mid of 2008 where in the economy of the world was upbeat. Obviously. Amongst the many heads of budget that came into strict revision the promotion. And the century kept seeing a steady growth in the BTL expenditures over the year.g.. started making its way in the brand promotion strategies. Companies . which according to some Brand Activation consultants. Should the age old ATL be retained under these tough conditions or the newer approach BTL be considered as the new lease of life. Dealer Board. The BTL that had slowly started replacing the mass media advertising again started seeing it back among the masses. The TTL approach is where a mix of the two (ATL+BTL) are used to integrate a marketers efforts and optimize returns from these separate investments. It thus. Dealer level activities. The BTL with lower per event cost kept the promotional plan rolling in those hours. the ATL that encompasses a higher budget got a pause for the time being. too started being looked as the expenditure rather than the investment. Road Shows. got a lease of life.. Mobiles etc. The concept of BTL was however. this new arena was being welcomed as a forward integration of the concept. to size-able. for how long? No situation stays forever. . With increased fragmentations and demographics along with the growing pressure to promote effectiveness of marketing communication BTL activities was giving the apt answers and so it started prospering. From negligible. More recently. So was the case with recession. Such recent trends of future has a common term being used by savvy media sales persons i.It thus has vehicles like Events.. agencies and clients had switched to an 'Integrated Communication Approach. The ATL.trying to cut on the expenditure. and growth triumphant. A separate budget started being devoted to it. And then came the real tug of war between the two.
We live. the market is expected to still behave better. We are all branded even though we may not want to agree with that. while BTL promotions are highly measurable. Now when in near future. Brand managers need to create strong believe in the offering through all the stages of brand activation. Brand activation . Brand activation demands that brand managers intensely ignite the passion of a big idea that customer will appreciate in all the processes. The study reflects that BTL now gaining its importance would surely form an integral part of the plans but integrated and well coupled with extensive ATL plans. we expect the budgets being re-vitalized. Effort must be made to connect the brand emotionally with the clients who eventually ‘owned’ the brand.e. Brand experiences by the consumers must also create a deep relationship through education. eat and drink brands. good knowledge of the brand. A proper mix i. Brand perceptions are result of mixed stimuli of interactions that an individual has with a given brand. It is becoming a difficult issue to be evasive about branding. interaction. Brand activation process must evolve and be able to change with time or remain in the present tense as a friend once asserted. encourages customer awareness of the brand. while Above-the-Line promotions are tailored for a mass audience. I am also convinced that brand activation process must begin with what the brand stands for and proper identification of who the audience is. Above-the-line promotions are also somewhat impossible to measure well. Some one has said that brands constitute the organizing mechanism that helps us navigate through each day. motivation as well as communication that builds closer rapport. BTL promotions are targeted at individuals according to their needs or preferences. conviction and eventual purchase and re-purchase. promote liking. by focusing ones energy on winning smaller yet more crucial BTL battles than ATL wars which were being raged by Sponsorship and logo positioning crazy big spenders. This fact accounts for why brand managers as well as activators must work hard to ensure that the perceptions of various stimuli are resonating with brand’s character. A great brand activation effort must support. While Above-the-Line promotions can establish brand identity. But. this would also mean a constant innovation and newness in the approach and extensive brainstorming in store for all. TTL and apt utilization of both the vehicles are expected to form the successful means of promotion in the coming years. In a nutshell. behavior among others. Brand activation that will work must listen to and study the client’s preferences per time. the influencing factors in their decision making process.More recently however the TTL approach had shifted its attention with more weight shifting to the BTL side of the fulcrum. BTL can actually lead to a sale. The idea remained to optimize the ROI on marketing budget spent. giving marketers valuable insights into their returnon-investment. Especially with a certain soothing of the Political conditions in the country.
It enhances effectiveness of brand communication 2. It serves as a rational and impactful means to advertising campaign process. Let me conclude today by saying that when brand activation is done right. design 3. Great brand activation meets with customers demand and challenges.process must show vividly the step by step guide on what to do at any point in time. 1. Brand activation is an expression of how a brand will approach brand management activities from within the organization. Brand activation that is wholly controlled by external consultants is bound to fail because the employees are major actors in making brand activation process successful. designs. It aids brand’s repurchase. It helps to build strong emotional tie with clients 4. Brand position must be clearly elucidated. It should guide the brand’s communication channels. Be sure that as brand manager. creativity among many other vital indices. one is looking deeper behind every possibility in the brand and find out vital assets that have relevant consequences for the entire organization or brand. . the followings can be an advantage.
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