Hardison Certified Educator Having begun its expansion into international markets in andNike lays out the advantages disadvantages of its international business in its annual financial report.
It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. These may include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front. Above the line is a type of advertising through media such as TVcinemaradioprintbanners and search engines.
Below the line advertising typically focuses on direct means of communicationmost commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates. In addition, according to Kunal Bhardwaj,[ citation needed ] Above the line is much more effective, Brand entry in bangladesh nike the target group is very large and difficult to define.
But, if the target group is limited and specific, it is always advisable to use Below the line promotions for efficiency and cost-effectiveness. Say, for example, if a manufacturer of pen is going to promote its product, it may take the ATL route, but if a company manufactures computer UPS, it will certainly take the BTL route, as the target group is very limited and specific.
More recently, agencies and clients have switched to an 'Integrated Communication Approach. BTL techniques ensures recall of the brand while at the same time highlighting the features of the product.
Through the line TTL refers to an advertising strategy involving both above and below the line communications in which one form of advertising points the target to another form of advertising thereby crossing the 'line'.
In this example, the TV commercial is a form of 'above the line' advertising and once in the store, the target customer is presented with 'below the line' promotional material such as store banners, competition entry forms etc.
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. The terms 'below-the-line' promotion or communications, 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 productsbut 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.
Below the line sales promotion Below the line sales promotions are short-term incentives, largely aimed at consumers.
With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget, there has been a need to find out more effective and cost efficient ways to communicate with the target markets.
This has led to a shift from the regular media based advertising. A definition of below-the-line sales promotion given by Rohan Salvi: Methods of below the line sales promotion 1.
Price promotions Price promotions are also commonly known as" price discounting". These can be done in two ways: A discount to the normal selling price of a product, or More of the product at the normal price.
Alt Price promotions however can also have a negative effect by spoiling the brand reputation or just a temporary sales boost during the discounts followed by a lull when the discount would be called off. Gift with purchase 4. Competitions and prizes This is an important tool to increase brand awareness amongst the target consumer.
It can be used to boost up sales for temporary period and ensure usage amongst first time users. Money refunds Here, a customer receives a money refund after submitting a proof of purchase to the manufacturer.
Customers often view these schemes with some suspicion — particularly if the method of obtaining a refund looks unusual or onerous. Point-of-sale displays Shopping habits are changing for the people living in metropolitan cities. People prefer big retail outlets like Big Bazaar to local kirana stores.
Most of the decisions of buying are taken by the virtue of point-of-sale displays in these retail outlets. 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.Case Studies in Business Managment.
Concepts demystified – Comparative Cost Advantage, Core Competencies, Competitive Advantage, Corporate Strategy, Market Research, Brand Building, Corporate Governance, Value Chain Analysis and many more concepts.
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Get an answer for 'What are some advantages and disadvantages that come to Nike as a company because of international business.' and find homework help for other Business, International Trade. 1 day ago · The use of “Nike Air” on the heel tab takes it cue from the Air Jordan III, IV, V and VI models.
The extra-large tongue features the iconic Jumpman logo—which debuted within the Air Jordan III. Nov 26, · Bangladesh exports about $18 billion worth of garments a year. Employees in the country’s factories are among the world’s lowest-paid, with entry-level workers making the government-mandated.
For NIKE, Inc., merchants, everything begins and ends with the consumer.
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The Nike Merchandising team analyzes consumer needs and market capacity to create the right product mix for marketplaces around the world.