promotion strategy
TRANSCRIPT
12-2
Promotion Strategies
12-3
Initiating and
maintaining a flow of
communications
between a company
(brand) and its market
targets.
Promotion Strategy is ―
12-4
PROMOTION STRATEGY
The Composition of Promotion Strategy
Developing a Promotion Strategy Communications Objectives Deciding the Role of the Promotion
Components Determining the Promotion Budget Promotion Component Strategies Integrating and Implementing the
Promotion Strategy Effectiveness of Promotion
Strategy
12-5
PromotionComponent
s
PublicRelations
DirectMarketing
SalesPromotion
PersonalSelling
Advertising
Interactive/Internet Marketing
Composition of Promotion Strategy
12-6
Advertising
12-7
12-8
SalesPromotion
12-9
PublicRelations
12-10
PersonalSelling
12-11
DirectMarketing
12-12
COMMUNICATIONOBJECTIVES
ROLE OF PROMOTIONCOMPONENTS
PROMOTIONBUDGET
PROMOTION COMPONENTSTRATEGIES
DESIGNING THE PROMOTION STRATEGY
Advertising Sales Promotion
Public Relations
Personal Selling
Direct Marketing
Interactive/ Internet Marketing
MARKET TARGETING AND POSITIONING STRATEGIES
INTEGRATE AND IMPLEMENT PROMOTION COMPONENT
STRATEGIES
EVALUATE EFFECTIVENESS OF
PROMOTION STRATEGY
12-13
COMMUNICATION OBJECTIVES
Need Recognition
Finding Buyers Brand Building Evaluation of
Alternatives Decision to Purchase Customer Retention
12-14
DECIDING THE ROLE OF THE PROMOTION
COMPONENTS
12-15
DETERMINING THE PROMOTION
BUDGET
Percent of Sales
Competitive parity
Objective and Task
All You Can Afford
Budgeting Approaches
12-16
Integrating and Implementing
Promotion Strategy
Integration Challenges
Avoiding fragmentation Difficulty in evaluating
productivity Differences in priorities Separate organizational
units Assigning integration
responsibility
12-17
Illustrative Influences on Promotions
Strategy
Number and dispersion of buyers
Buyers’ information needs
Size and importance of purchase
Distribution
Product Complexity
Post-purchase contact required
Small
High
Large
Direct
High
Yes
Large
Low
Small
Channel
Low
No
Advertising/ sales promotion driven
Balanced Personal selling driven
12-18
EFFECTIVENESS OF PROMOTION
STRATeGY
12-19
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