IMC --> Integrated Marketing Communications
ATL --> Above the line
BTL --> Below the line
Promotions by the bookmyshow.com are done in an integrated marketing environment through the use of both above the line and below the line advertising techniques. Primarily, above the line marketing techniques are used as below the line marketing strategies do not suit the online ticketing domain
Above the line:-
Promotions of bookmyshow.com can be seen in newspapers, magazines, television or on outdoor boards also and also can be heard on the radio, however, most of the advertisements are sponsored by the client who has only one mode of selling tickets
Below the line:-
In below the line promotions, various discount coupons are sent to the customers who have made a purchase through the website and ordered for home delivery of the tickets. In that sense, it leads to direct customer contact
ATL --> Above the line
BTL --> Below the line
Promotions by the bookmyshow.com are done in an integrated marketing environment through the use of both above the line and below the line advertising techniques. Primarily, above the line marketing techniques are used as below the line marketing strategies do not suit the online ticketing domain
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| ATL and BTL Methodologies |
Above the line:-
Promotions of bookmyshow.com can be seen in newspapers, magazines, television or on outdoor boards also and also can be heard on the radio, however, most of the advertisements are sponsored by the client who has only one mode of selling tickets
Below the line:-
In below the line promotions, various discount coupons are sent to the customers who have made a purchase through the website and ordered for home delivery of the tickets. In that sense, it leads to direct customer contact
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