Bhagabat Barik and Snehashish Mukherjee
This Paper is based upon the Literature Review which seeks to understand and make an exhaustive list of Effective BTL tools identified by researchers through research Papers. It discusses how BTL practices are helping brands, increase consumer awareness and thus brand awareness enhancing its sales revenue. This paper further tries to understand the probable key variables in effectively using BTL as a strategic marketing tool and how its effect varies with the broad Category of Product and Service offerings. It has described theories and research opportunity in the area of BTL and its associated field. A conceptual framework has been worked out by studying various concepts and factors. This paper will help the future researcher to identify new areas of research in case of BTL and integrated communication.