Nitin focuses on targeted groups of consumers promoting his products. Which of the following promotional strategy approach he uses?
Answer & explanation
Correct answer: option 2
The correct answer is option (2) - Below the line.
Below-the-line Below-the-line methods are very specific, memorable activities focused on targeted groups of consumers. They are under the control of the organisation. The purpose of these activities has been to develop the brand by creating awareness and building a brand profile, which include: – sponsorship, sales promotions, public relations, personal selling, direct marketing.
- Above the line: These strategies involve mass media communication like television, radio, and billboards, reaching a broad audience without specific targeting.
- Through the line: This combines both above and below the line strategies to create a cohesive and integrated promotional campaign.
- Diagonal: This term isn't typically used in traditional promotional strategy classifications.