Promotion can be loosely classified as "above-the-line" and "below-the-line" promotion.

The
promotional activities carried out through mass media like television, radio, newspaper, etc., are
above-the-line 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.

Some of the ways by which companies do BTL (below-the-line) promotions are by exhibitions,
sponsorship activities, public relations and sales promotions, like giving freebies with goods, trade
discounts given to dealers and customers, reduced price offers on products, giving coupons
which can be redeemed later, etc.

Some Intersting Examples of BTL Promotion

Most of the big brands are following the suit of BTL promotion because of rising prices of media-
based promotion, advertising clutter and increased impulse purchasing.

Some of the interesting examples are: -

Most of the educational institutes like Career Launcher, Time and PT are holding informative
workshops and free tests for students which give a direct interaction of these institutes with the
target customer, and hence, a suitable platform to sell themselves.

Ring-tones and music-videos on cell phones are helping the entertainment industry to promote a
music video or a movie for dirt-cheap rate as compared to media promotion.

Various companies sponsor sport events to promote their brands, but nowadays media
companies like Hindustan Times are holding weekly events throughout the country in which
companies can put up their stalls, display banners and posters, and arrange for some fun
activities.

These events give the companies a platform at very low price to promote their brand and
increase visibility among target consumers. These companies also give discount coupons
to winners in the games, which in turn boost the sales of the products and ensure that first-time
users try these products as well.

Pepsi organized an inter-school cricket event for 425 schools across 14 cities which did wonders
for the company by promoting the brand amongst the right target customer for almost no cost.

Most of the pharmacy companies do BTL promotion by getting shelf-space through doctors to
display their products or by giving away free calcium tablets again through doctors, knowing that
for a patient a personal advise from a doctor would hold more value as compared to a
commercial advertisement.

Another interesting BTL promotion was by NIKE, an athlete dressed up in Nike sportswear could
be seen jogging on an elevated treadmill for the whole day on National Highway 8, Delhi.

BTL promotions are gaining popularity among all big companies nowadays considering their
effectiveness because of the "individual customer promotion" at a price, which is much lesser
than the normal media promotions.