Which term is associated with non-media channels like samples and vouchers?

Which term is associated with non-media channels like samples and vouchers?

• A. Direct marketing
• B. Above the line (ATL) promotion
• C. Below the line (BTL) promotion
• D. Advertising

Answer: (C)

Non-media promotions focus on direct, tangible ways to engage consumers without using mass media. Samples and vouchers are classic tools that you distribute directly to customers to encourage trial and immediate purchase, often at the point of sale or through direct distribution. This approach targets specific actions from individuals and relies on direct response rather than broad reach, which is the hallmark of below-the-line activities. In contrast, advertising uses mass media like TV or newspapers to build broad awareness, which is not what samples and vouchers are about. So, the term that fits non-media channels like samples and vouchers is below-the-line promotion.

Non-media promotions focus on direct, tangible ways to engage consumers without using mass media. Samples and vouchers are classic tools that you distribute directly to customers to encourage trial and immediate purchase, often at the point of sale or through direct distribution. This approach targets specific actions from individuals and relies on direct response rather than broad reach, which is the hallmark of below-the-line activities. In contrast, advertising uses mass media like TV or newspapers to build broad awareness, which is not what samples and vouchers are about. So, the term that fits non-media channels like samples and vouchers is below-the-line promotion.