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(, Procter & Gamble) . , , PR, . ., , , , . , . BTL ( . below the line , ).
Below the line (BTL) , , , POS-, direct marketing, public relations. BTL . , , . BTL- , , , , (, , , . .). . PR- , BTL- , .
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BTL 12.1.
, , , . Sales promoton trade consumer promotion. , . consumer promotion.
1. (Reach new users). .
12.1 - BTL-
2. (Hold current users). , .
3. (Load current users), . .
4. (Increase product usage) , .
5. (Trade consumers up). .
6. (Reinforce brand advertising). , .
7. , (Introduce a new product).
, . . :
- (Gain new distribution). ;
- (Build or reduce trade inventories). ;
- - (Obtain trade support for a consumer sales promotion program). , . . , - ;
- (Improve trade relations). , , , . , , ( ).