Types of BTL Promotion
BTL promotion can be classified based on the primary target audience to whom the promotion is directed. These include:
- Consumer Market Directed - Possibly the most well-known methods of BTL promotion are those intended to appeal to the final consumer. Consumers are exposed to promotions nearly everyday, and as discussed later, many buyers are conditioned to look for sales promotions prior to making purchase decisions.
- Trade Market Directed – Marketers use sales promotions to target all customers including partners within their channel of distribution. Trade promotions are initially used to entice channel members to carry a marketer’s products and, once products are stocked, marketers utilize promotions to strengthen the channel relationship. Merchandising technique have proven very useful specially in the rural areas of
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