PROMOTIONAL

STRATEGIES

Promotion
Strategy
1. Promotion Mix Strategy
2. Media Selection Strategy
3. Advertising Copy Strategy

6 Ms model of Communication
Market:

To whom is the communication addressed?

Mission:

What is the objective of the intervention?

Message:
Media:
Money:

What are the specific points to be communicated

Which vehicles will be used to execute on the goals?
How much will be spent in the effort?

Measurement:
campaign?

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will

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be

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Promotional Mix
A )Advertising
Advertising is any paid form of non-personal communication of ideas or products in the "prime
media": i.e. television, newspapers, magazines, billboard posters, radio, cinema etc.
Advertising is intended to persuade and to inform.
The two basic aspects of advertising are the message (what you want your communication to
say) and the medium (how you get your message across)

B) Direct marketing
Direct marketing creates a direct relationship between the customer and the business on an
individual basis

C) Personal Selling
Personal selling refers to oral communication with potential buyers of a product with the
intention of making a sale. The personal selling may focus initially on developing a relationship
with the potential buyer, but will always ultimately end with an attempt to "close the sale

D) Sales Promotion
Sales promotion refers to the provision of incentives to customers or to the distribution
channel to stimulate demand for a product

E) Public Relations
Public relations is the communication of a product, brand or business by placing information
about it in the media without paying for the time or media space directly

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Which Promotional Mix ?

(1) Resource availability and the cost of each

promotional tool
(2) Market size and concentration
(3) Customer information needs

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1. Promotion
Mix Strategy

Determination of a judicious mix of different types of promotion.

Requirements :

(a) Product factors:

factors (i) nature of product (ind,FMCG)
(ii) durable versus nondurable
(iii) perceived risk(high risk high PS)
(iv) typical purchase amount (small amt, frequent purchase ..)

(b) Market factors: (i) position in the life cycle, (ii) market share, (iii) industry
concentration(few players), (iv) intensity of competition
(v) demand perspectives

1. Promotion
Mix Strategy
(c) Customers factors: (i) household versus business customers, (ii) number of
customers(small customer base, geographically located, AD no)
(iii) concentration of customers

(d) Budget factors: (i) financial resources of the organization and (ii) traditional
promotional perspectives (Ad as % of sales)

(e) Marketing mix factors: (i) relative price/relative quality, (ii) distribution strategy(direct
vs indirect)
(iii) brand life cycle(new brandAd)
(iv) geographic scope of the market

2. Media Selection
Strategy

Choosing the channels (newspapers,

magazines, television, radio, outdoor
advertising, transit advertising, and direct mail)
through which messages concerning a
product/service are transmitted to the targets.

2. Media Selection
Strategy

Requirements:
(a) Relate media-selection objectives to product/market objectives
(b) Media chosen should have a unique way of promoting the business
(c) Media should be measure-minded not only in frequency, in timing, and in reaching
the target audience but also in evaluating the quality of the audience
(d) Base media selection on factual not emotional grounds,
(e) Media plan should be optimistic in that it takes advantage of the lessons learned
from experience
(f) Seek information on customer profiles and audience characteristics.

3. Advertising
Copy Strategy

Designing the content of an

advertisement.

Objective: To transmit a particular

product/service message to a
particular target.

Requirements:
(a) Eliminate "noise" for a clear
transmission of message
(b) Consider importance of :

3. Advertising
Copy Strategy

source credibility
balance of argument
message repetition
rational versus emotional
appeals
humor appeals
comparison advertising.