Impact of Below-The-Line (BTL) Marketing Strategies on Brand Awareness among Teenagers

Abstract

This study aims to examine the differences in impact created by below-the-line marketing strategies, including trade fairs, sponsorships and sales promotion on brand awareness, with a specific focus on Indian teenagers. The importance of brand awareness in consumer decision-making has been highlighted through its role in enhancing brand loyalty and brand image in the market. Using a mixed research method with a combination of literature review, the BASS (Brand Awareness Screening Survey) survey with 60 individuals, and semi-structured interviews with a chosen focus group, evaluates the links between below-the-line marketing strategies used in India with brand recognition, recall and loyalty. Outcomes reveal sales promotion as the most effective strategy in impacting brand awareness through pop culture-based brand associations and cost-effective incentives, followed by trade fairs which creates an impact through hands-on and experiential exploration. Sponsorships create minimal impact unless the consumer engages with a familiar brand. Findings further highlight the importance of integrating teenage psychological foundations with interactive marketing experiences to strengthen brand associations.