Chapter 13 - Advertising, Promotion, and Sales Flashcards
Planning Promotional Campaign Steps
Step 1: Determining the Target Audience
e.g. suppliers, intermediaries, government, the lcaol community, banks, shareholders, employees
Planning Promotional Campaign Steps
Step 2: Campaign Objectives
What you want to achieve when you tell someone about something
essential to have a well-established, clearly defined, measurable obj.
typical objectives:
- to increase awareness
- to enhance image
- to improve market share
Planning Promotional Campaign Steps
Step 3: Determine the Budget
the promotional budget links established objectives with media, message, and control decisions
common budgeting methods:
- objective and task
- percentage of sales
- executive judgment
- all-you-can-afford
Planning Promotional Campaign Steps
Step 4: Determine Media Strategy
figuring out ways that you’re going to tell people about your stuff
media types: newspapers, magazines, televsion, radido, cinema, outdoor, and internet
Planning Promotional Campaign Steps
Step 5: Determine the message
developing the promotional message is referred to as a creative strategy
*creating the message you want to tell people!
Planning Promotional Campaign Steps
Step 6: Determine the Campaign approach
Two decisions to be made:
- What type of otuside services to use (if you need help from people outside your team to get the work done)
- How to establish decision-making authority (deciding who gets to make the shots)
*basically how to get the job done for your promotion
Planning Promotional Campaign Steps
Step 7: Determine campaign Effectiveness
Checking if your promotion is doing well
- should range from pre-testing of copy appeal to post-tesing of reconigition
measures most used…
1. Awareness
2. Recall
3. Executive judgment
4. Intention to buy
5. Sales
6. Profitability
Other Promotional Elements
Personal Selling
a two-way flow of communication between a potential buyer and a salesperson
designed to accomplish these three things:
1. Identify the buyer’s needs
2. Match these needs to one or more of the firm’s products
3. Based on this mathc, convince the buyer to purchase the product
Other Promotional Elements
Sales Promotion
used for promotion that does not fall under advertising, personal selling, or publicity
e.g. coupoining, sampling, premiums, etc
Other Promotional Elements
Trade Shows
an event where manufacturers, distributors, and other vendors display their products and desrcibe their services to current/prospective customers
Other Promotional Elements
Public Relations
marketing communications function charged with executing programs to earn public understanding and acceptance
*it’s about doing things to earn public trust and acceptance
