BTL

The terms "below the line" promotion or communications, refers to forms of non-media communication, even non-media advertising.

BTL in Russia traditionally include:

Direct Marketing involves commercial communication (direct mail, e-mail, telemarketing) with consumers or businesses, usually unsolicited. Here are the types of direct marketing available:

• Direct mailing;
• Telemareting;
• TV marketing;
• SMS distribution;
• Interactive marketing;
• Database Service;

Sales Promotion employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. There are several types of promotion:

• Promo;
• POS;
• Visual communications;
• Consumer loyalty rising programs;
• TRADE PROMOTION;
• Staff stimulation;
• Partners loyalty rising programs.

Event Marketing involves studying the intricacies of the brand, identifying the target audience, devising the event concept, planning the logistics and coordinating the technical aspects before actually executing the modalities of the proposed event. The industry now includes events of all sizes from the Olympics down to a breakfast meeting for ten business people.

• Events;
• Sponsorship;
• Public Relations;
• Show-marketing;
• Dinners and parties management.

Product Placement is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, the story line of television shows, or news programs.

Ambient Marketing means untraditional or alternative advertising. Examples are messages on the backs of car park receipts, on hanging straps in railway carriages and on the handles of supermarket trolleys The key to a successful ambient media campaign is to choose the best media format available and combined with effective message.

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