- onder de lijn activiteiten
- below the line activities
Alle verkoopbevorderende activiteiten die niet verlopen via reclamemedia als radio, tv, pers en internet, maar gericht zijn op specifieke doelgroepen.
Bron: Kennisconsult
BTL sales promotion is an immediate or delayed incentive to purchase,
expressed in cash or in kind, and having short duration. It is efficient and
cost-effective for targeting a limited and specific group. It uses less
conventional methods than the usual ATL channels of advertising, typically
focusing on direct means of communication, most commonly direct mail and
e-mail, often using highly targeted lists of names to maximize response rates.
BTL services may include those for which a fee is agreed upon and charged up
front.
BTL is a common technique used for "touch and feel" products (consumer items
where the customer will rely on immediate information rather than previously
researched items). BTL techniques ensures recall of the brand while at the same
time highlighting the features of the product.
Another BTL technique involves sales personnel deployed at retail stores near
targeted products. This technique may be used to generate trials of newly
launched products.
source: http://en.wikipedia.org/wiki/Belowtheline(advertising)
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