Effectiveness Assessment of BTL Promotion Instruments

In the modern world it is becomes more and more difficult for companies to promote their own products and services, as consumers are paying less and less attention to promotional offers because of oversaturation of information channels. For this reason, advertisers tend to to turn to the means of indirect advertising, which targeting is often much higher than in the case of ATL-tools. The main alternative to the promotion of products with ATL can be called Below-the-line marketing, through the use of tools which you can get a higher percentage of response from customers. The aim of this work was to develop a set of performance measurement indicators for each of the BTL-tools. The urgency of this goal is the lack of generated system estimation of efficiency of use of these instruments. Based on the objectives set out in this paper: 1. The overview of major trends BTL-marketing was held 2. By analyzing the external environment of Action was to assess the current situation in the BTL-services market in Russia 3. It was conducted semi-structured interviews with experts and analysis of the data 4. Recommendations were formed according to the system of evaluation of efficiency of BTL-tools To achieve these goals in the first chapter was conducted analysis of the theoretical framework for the study topic. The practical part contains a description of the current situation in the market BTL-services in Russia on the basis of the analysis of the external environment of marketing agency Action, which provides these services. Also, it contains a study method for which semi-structured interviews with experts was selected. As a result of the implementation of tasks in the main objective was accomplished, set for the work: basic set of indicators to measure the effectiveness of BTL-services was launched. Undoubtedly, for its application in practice require adaptation of the proposed complex under the internal environment of each individual company.