Promotions - IMC / ATL / BTL

Promotions - IMC / ATL / BTL

Integrated marketing communication (IMC): Integrated marketing communication is a simple concept. It ensure that all forms of communication and messages are carefully linked together. At its most basic level, integrated marketing communication, or IMC, as we will call it, means integrating all the promotional tools, so that they work together in harmony. Promotion is one of the Ps in the marketing mix. Promotions have its own mix of communication tools. All of this communication 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.

Following are the two factors of marketing communication:

1.     ATL (Above the Line) Communications:  Provides to Mass Market by using Mass media like television, cinema, radio, and print, Telephone, Internet, and Out-of-home etc.

2.    BTL (Below the Line) Communications: Provides to Niche Market by using Design, Direct Marketing (Telemarketing, mails, catalogues etc.), Public Relations, Sales Promotions, Buzz (Word of Mouth), Sampling, Relationship Marketing, Packaging etc.

The communication strategy has features like the Push promotion where the brand is promoted to the market through for e.g. traditional print advertisements; the Pull promotion where the market is pulled to the brand through internet and the Profile stakeholder promotion where the wider market environment is targeted for the promotion.

·         Promotion :

- Advertising
-television
-print media
-hoardings

·         Sales promotion
-Consumer Sales promotion ( gifts and discount )
-Trade Sales promotion ( discounts on bulk purchase )