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    Role of BTL in marketing communication

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    11204009.pdf (1.761Mb)
    Date
    2015-07-02
    Publisher
    BRAC University
    Author
    Hossain, Morshed
    Metadata
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    URI
    http://hdl.handle.net/10361/4323
    Abstract
    Marketing communication helps to develop brand awareness, which means that consumers translate product information into perceptions about the product’s attributes and its position within the larger market. Businesses also use marketing communication to retain the product’s current customer base, and to cement relationships with customers and suppliers, notes "Reference for Business." 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 ensure recall of the brand while at the same time highlighting the features of the product. The terms 'below-the-line' promotion or communication refers to forms of non-media communication, even non-media advertising. Below-the-line promotions are becoming increasingly important within the communications mix of many companies, not only those involved in FMCG products, but also for industrial goods and other purposes as well. This report is prepared on the basis of practical involvement to the BTL wing of MarCom Department of Airtel Bangladesh Limited. I hope that the theoretical knowledge and the practical skill will could be clearly defined through this report, especially in case of BTL communication.
    Keywords
    Business administration; BTL communication; Airtel
     
    Description
    This internship report is submitted in a partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2015
     
    Cataloged from PDF version of Internship report.
     
    Includes bibliographical references.
    Department
    BRAC Business School, BRAC University
    Collections
    • Internship Report, BBA (Brac Business School)

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