Promotion Strategies

Abhishek Paul

Promotion (Marketing Advertising Communications) any paid form of nonpersonal Mix presentation of ideas,

goods or services by an identified sponsor Personal Selling a paid form of personal presentation of ideas, goods or services by an identified sponsor Publicity any unpaid form of nonpersonal presentation of ideas, goods or services Sales Promotion an activity and/or material that acts as a direct inducement, offering added value or incentive for the product, to resellers, consumers or employees

Promotional Elements Used in IMC

Promotion-Expenditure Strategy

Percentage-of-Sales

Per-Unit Expenditure All You Can Afford

Competitive Parity
Research Approach

Objective and Task

Promotion Mix Strategy

Several factors affect the promotional mix:

Nature of the Product Stage in the PLC Target of the Promotion Promotion Budget Nature of the Competition Marketing mix factors

1. 2. A. B. 3. 4. 5. A. B. C. D.

Advertising Campaign Strategy

Identify and analyze the target market Define advertising objectives Specific, obtainable, measurable Communication and sales Create the advertising platform Determine the advertising appropriation Develop the media plan Type of media Specific vehicles Reach and frequency Message content

Advertising Campaign Strategy 6. Create the advertising message Continued

A. Consider type of media and platform B. Copy and artwork Execute the advertising campaign

7.

8. Evaluate the effectiveness of the advertising A. Extent of reaching objectives B. Testing procedures

Spending on National Advertising: 2003 Projections

Top Ten Fortune 500 Online Advertisers

Top Ten Web Properties Hosting Online Advertising

1. A. B. C. D. E. F. 2.

Types Press release Feature article Captioned photograph Press conference Letters to editor/editorials Films/tapes/videos Requirements

3.

Limitations

Publicity Strategy

Sales Promotion Strategy

Objectives
Resellers Consumers Employees

Use with other mix elements Sales promotion can not:

generate long-term buyer commitment stop (except temporarily) declining sales compensate for lack of advertising or sales support convince buyers to purchase an unacceptable product

Personal Selling Strategy

The Sales Process Sales Strategy
account targeting strategy relationship strategy selling strategy sales channel strategy

Sales Management Strategy