Chapter Twelve PROMOTION Advertising, and Sales Promotion Strategies

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Chapter TwelvePROMOTION Advertising, and Sales
Promotion Strategies
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Promotion
Advertising Sales Promotion Personal
Selling Public Relations Direct
Marketing Interactive/Internet Marketing
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DEVELOPING THE TARGET MARKET PROMOTION STRATEGY

• Setting Communication Objectives
• Role of Promotion Components
• Determining Promotion Budget
• Selecting Strategy for each Component
• Integrate Implement Promotion Component
  Strategy
• Evaluate the Effectiveness of each

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ILLUSTRATIVE COMMUNICATION OBJECTIVES

• Establish need
• Find Buyers
• Promote the brand
• Comparison Advertising
• Getting people to Commit
• Customer Retention

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Factors Guiding the Role Assigned to Each
Component

• Market Target(s)
• Desired Positioning
• Role of Promotion in Positioning
• Product Characteristics
• Stage of Life Cycle
• Situation Specific Factors

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DETERMINING THE PROMOTION BUDGET
Budgeting Approaches

• Percent of Sale
• Competitive Parity
• Object Task
• All You Can Afford

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Integrating Marketing Communication (IMC)
Integration Challenges

• Programs are comprehensive
• Programs have a unified theme
• Programs are targeted
• Coordinate execution

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ADVERTISING STRATEGY
Target Audience
Advertising Objectives
Advertising Budget
Creative Strategy
Advertising Media and Programming Schedules
Implement and Evaluate Strategy Effectiveness
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Sales Promotion Strategy
Activities include trade shows, specialty
advertising, contests, displays, coupons,
recognition programs, and free samples.
The four targeted segments are
Consumer Buyers
Value Chain Member
Industrial Buyers
Sales Force