02-06-2012, 01:58 PM
Promotion, Advertising, and Sales PromotionStrategies
Promotion, Advertising, and Sales Promotion Strategies.ppt (Size: 172.5 KB / Downloads: 259)
PROMOTION STRATEGY
The Composition of 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
ILLUSTRATIVE COMMUNICATION OBJECTIVES
Need Recognition
Finding Buyers
Brand Building
Evaluation of Alternatives
Decision to Purchase
Customer Retention
DECIDING THE ROLE OF THE PROMOTION COMPONENTS
Expected contribution for each of the promotion components.
Which communication objective(s) will be the responsibility of each component?
What part of the budget will go to each component?
Factors Guiding the Role Assigned to Each Component
Market Target(s)
Desired Positioning
Role of Promotion in Positioning
Product Characteristics
Stage of Life Cycle
Situation Specific Factors