Promotion strategies


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  • 4. See appropriation methods message content - affects the type of media (wordy vs pictures)
  • Account targeting strategy - classify accounts within a target market into categories for the purpose of developing strategic approaches for selling to each account (e.g., classify by size, complexity, growth rate, govt vs nongovt, etc.) For purpose of employing different relationship, selling, and sales channel strategies for different groups. Relationship strategy - determine type of relationship: transaction solutions partnership - preferred supplier position collaborative - work for mutual benefit of both businesses Selling strategy - stimulus-response; mental states; need satisfaction; problem-solving; consultative. These correspond with relationship strategy listed above. Sales channel strategy - company salesforce, industrial distributors, independent representatives, team selling, telemarketing, trade shows Sales Management Strategy - plan, lead, control (management functions)
  • Promotion strategies

    1. 1. Promotion Strategies
    2. 2. Promotion (Marketing Communications) MixAdvertising any paid form of nonpersonal presentation of ideas, goods or services by an identified sponsorPersonal Selling a paid form of personal presentation of ideas, goods or services by an identified sponsorPublicity any unpaid form of nonpersonal presentation of ideas, goods or servicesSales 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
    3. 3. Promotional Elements Used in IMC
    4. 4. Promotion-Expenditure StrategyPercentage-of-SalesPer-Unit ExpenditureAll You Can AffordCompetitive ParityResearch ApproachObjective and Task
    5. 5. Promotion Mix StrategySeveral 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
    6. 6. Advertising Campaign Strategy1. Identify and analyze the target market2. Define advertising objectives A. Specific, obtainable, measurable B. Communication and sales3. Create the advertising platform4. Determine the advertising appropriation5. Develop the media plan A. Type of media B. Specific vehicles C. Reach and frequency D. Message content
    7. 7. Advertising Campaign Strategy - Continued6. Create the advertising message A. Consider type of media and platform B. Copy and artwork7. Execute the advertising campaign8. Evaluate the effectiveness of the advertising A. Extent of reaching objectives B. Testing procedures
    8. 8. Spending on National Advertising:2003 Projections
    9. 9. Top Ten Fortune 500 Online Advertisers
    10. 10. Top Ten Web PropertiesHosting Online Advertising
    11. 11. Publicity Strategy1. Types A. Press release B. Feature article C. Captioned photograph D. Press conference E. Letters to editor/editorials F. Films/tapes/videos2. Requirements3. Limitations
    12. 12. Sales Promotion StrategyObjectives Resellers Consumers EmployeesUse with other mix elementsSales 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
    13. 13. Personal Selling StrategyThe Sales ProcessSales Strategy account targeting strategy relationship strategy selling strategy sales channel strategySales Management Strategy