Fomenko, M.

Rybintsev, V.A.

English

Rybintsev, V. A.

eLibrary National Mining University

Fomenko M.V.A. Rybintsev, research supervisorZaporozhye institute of economy and information technologiesBTL-AGENCIES AND METHODS OF THEIR ACTIVITYLast years marketing experts often say that the indirect advertising (whichincludes carrying out of marketing actions and does not provide using traditionalways of placing the advertising, such as TV, radio, newspapers and magazines, andthe outdoor advertising) has already become an independent branch in the sphereof advertising. BTL in advertising budgets of the largest trade companies makestoday about 25 %. According to the experts’ opinion, the indirect advertising willsoon become the main way of advancement of goods and services.BTL (below-the-line) is the complex of marketing communications whichinclude actions for stimulation of sale, sales promotion, direct marketing, audit ofretail trade, P.O.S.-materials (“point-of-sale”), direct marketing etc., except onlydirect advertising. It is often used for increasing of recognition of product/serviceor informing about new products and for making closer the emotionalcommunication between the consumer and the brand. The result of successfulBTL-action is the increasing of sales. Under the term "BTL" usually mean theadvertising technology, which uses not so intensive convincing methods, than thetraditional advertising (ATL). ATL (above-the-line) is the direct advertising inmass media (radio, TV, cinema, newspapers and magazines). BTL it is usuallyfocused on direct communication with target concumers.BTL-agencies are the addition to traditional advertising agencies, and theiractivity is need to increase of efficiency of advertising influence. They usuallyestimate the target audience, control trade mark characteristics and define the bestplace and time for carrying out of advertising actions. BTL-agencies also organisenon-standard publicity which includes two components - information andentertaining.Nowadays BTL-agencies use such methods of their activity, as:• Trade conferences;• Promo-actions;• Presentations of the production;• Dispatches by e-mail, by post and by fax;• Exhibitions;• Corporate actions;• Working out of programs of loyalty;• Databases management.The leading role in BTL is played by the promo-actions. They often make theresponse at more than 60% of buyers.The BTL-action stimulates the sale of production. Such actions directlyinfluence on the consumer at trade places (shops, supermarkets, etc.). Usualadvertising informs the consumer about the product, PR (public relations) activitycreates and increases the loyalty to it, and BTL-actions increase the sales by directinfluence on the concrete consumer. All consumers have a chance to test thequality of the offered goods personally. BTL-advertising can be used asindependently, as with ATL, PR and other actions of advancement.It is a well-known fact, that the majority of buyers make the final decision atthe place of sale. That is why BTL-actions set as the purpose convincing the buyersin the advantage of purchase.It is important to notice that the best result of any advertising action is alwaysreached in case of the complex application of ATL and BTL. BTL-technologies areuniversal. Combining, changing details and updating details of a scenario of aBTL-action, it is possible to adapt any program and any purposes for any brand.Therefore almost everywhere the importance of BTL considerably grows.

BTL-AGENCIES AND METHODS OF THEIR ACTIVITY

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BTL-AGENCIES AND METHODS OF THEIR ACTIVITY

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