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Promotion strategy
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- 3. 12-3 Initiating and maintaining aflow of communications between a company (brand) and its market targets. Promotion Strategy is ―
- 4. 12-4 PROMOTION STRATEGY The Compositionof 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
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- 12. 12-12 COMMUNICATION OBJECTIVES ROLE OF PROMOTION COMPONENTS PROMOTION BUDGET PROMOTIONCOMPONENT STRATEGIES 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
- 13. 12-13 COMMUNICATION OBJECTIVES Need Recognition Finding Buyers Brand Building Evaluation of Alternatives Decision to Purchase Customer Retention
- 14. 12-14 DECIDING THE ROLE OFTHE PROMOTION COMPONENTS
- 15. 12-15 DETERMINING THE PROMOTION BUDGET Percent of Sales Competitiv eparity Objective and Task All You Can Afford Budgeting Approaches
- 16. 12-16 Integrating and Implementing Promotion Strategy IntegrationChallenges Avoiding fragmentation Difficulty in evaluating productivity Differences in priorities Separate organizational units Assigning integration responsibility
- 17. 12-17 Illustrative Influences on PromotionsStrategy 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
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