Understand below-the-line techniques and how they are used - Assignment Example

The shift towards integrated promotional strategy is one of the most significant developments in the field of marketing. It helps in building brand identity and equity which is a priority when it comes to branding. The use of different communication mediums will only be successful if there is clarity in the message and all consumers are able to perceive it in the same manner. Marketing communication can be divided into two ways: Above the line communication is conventional in nature and is quite impersonal.

It includes mediums such as television, radio, web banners and print media (Vaňa & Černá, 2011). Below the line activities are unconventional promotional strategies which are focused towards brand building. It is most suitable when the target audience is large and difficult to approach. Below the line activities are informal and more creative than above the line activities. With markets being more fragmented, it has become highly important for markets to break clutter and attract the audience using unconventional ways such as: distribution of flyers, conducting mall activities, special events and give-aways.

Below the line activities are targeted towards individual consumers and desires call-to-action. It aims to obtain individual responses from the consumers to understand their needs and preferences. In other words, these activities ensure that there is a one-to-one relationship between the brand and the product being marketed. Below the line activities are also measurable allowing the marketers to gauge the responses easily. Below the line channels help the marketers in tailoring their message in a more personal manner so as to develop a relationship with the consumers.

Marketers can involve numerous below the line activities in their holistic marketing campaigns in order to get closer to the target audience. Whatever message they are