A. Below-the-line Promotion Strategy.
‘Floral Art and Craft’* face book and twitter page encourages two way communication with its customers.’ ‘These social media channels provide a platform through which it can interact with customers and access their opinion about the brand.’ ‘The store also uses direct e-mails to their frequent customers to inform them about different schemes and other promotional messages.’ ‘Its website promotes the store by organizing different flower decorating classes and competitions using the products of ‘I CAN’.
B. i. Below-the-line methods are very specific, memorable activities focused on targeted groups of consumers. They are under the control of the organisation.
ii. This strategy develops the brand by creating awareness and building a brand profile.
C. i. Environmental concerns.
ii. Concern for the society
