PROMOTION & ADVERTISING

Maaz, Tooba, Amna, Shazia & Anam

Promotion Strategy

Advertising Personal Selling Sales Promotion Direct Marketing Interactive or Internet Marketing Public Relations

Designing Promotion Strategy

1.

2.

3. 4.

5.

6.

Setting communication objectives Deciding the role of each promotion component Estimating the promotion budget Selecting the strategy for each promotion budget Integrating and Implementing strategies for the components Evaluate effectiveness of promotion strategy

Setting Communication Objectives

Need Recognition Finding Buyers Brand Building Evaluation of Alternatives Decision to Purchase Customer Retention

Deciding the Role of Promotion Concepts

Determining the Promotion Budget

Objective & Task Percentage of Sales Competitive Parity All You Can Afford

Promotion Component Strategies

Integrating & Implementing the Promotion Strategy

Effective of Promotion Strategy

Evaluating the effectiveness of each promotion component. Assessing the overall effectiveness of the integrated promotion strategy.

Advertising Strategy
Managements perception of how advertising can contribute to the communication objectives has an important influence in deciding advertisings role.

Setting Advertising Objectives & Budgeting

Advertising Objectives Budget Determination

Creative Strategy

Creative Strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. Examples in Radio, Television & Print Media.

Media / Scheduling Decisions

Role of the Advertising Agency

Agency Relationship The relationship between corporate client and an ad agency. Agency Compensation The commission arrangement between the ad agency and the corporate client for its services. Industry Composition The changes in the ad industry due to the pressure created by the changing demands.

Implementing & Measuring the Effectiveness of Ad Strategy

Tracking Advertising Performance Methods of Measuring Effectiveness

Sales Promotion Strategy

Sales Promotion Activities:

Promotion

to Consumers Promotion to Industrial Targets Promotion to Value Chain Members Promotion to Sales Forces

Advantages & Disadvantages of Sales Promotion

Advantages:
It

has the flexibility to contribute to various marketing objectives It can help in targeting buyers and measure the effectiveness of the activities. It helps sales people describe new products and new features of existing products.

Disadvantage:
Control

is required to prevent some people from taking advantage of free offers & coupons. Value-added resellers may build inventories on products that receive manufacture trade discounts. An effective advertisement can run many times but an effective promotional campaign cannot.

Sales Promotion Strategy

It is necessary to define the communication task that sales promotion program expects to accomplish. Specific Promotion programs for awareness levels & purchase intentions Important to evaluate relative cost effectives of feasible sales promotion methods.

THANK YOU!