Chapter 3: PROMOTION and IMC PLANNING and STRATEGY 3.1 - PowerPoint PPT Presentation

Loading...

PPT – Chapter 3: PROMOTION and IMC PLANNING and STRATEGY 3.1 PowerPoint presentation | free to download - id: 71ca69-NWM2Y



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

Chapter 3: PROMOTION and IMC PLANNING and STRATEGY 3.1

Description:

Title: DIRECT MARKETING and e-COMMERCE Author: Business Department Last modified by: msu Created Date: 10/30/2000 5:57:47 PM Document presentation format – PowerPoint PPT presentation

Number of Views:20
Avg rating:3.0/5.0
Slides: 26
Provided by: Busin62
Learn more at: http://www.swlearning.com
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Chapter 3: PROMOTION and IMC PLANNING and STRATEGY 3.1


1
Chapter 3 PROMOTION and IMC PLANNING
and STRATEGY 3.1
2
The Promotion Plan
  • A PROMOTION PLAN IS
  • Direct Extension of Firms Marketing Plan
  • A Specification of the Analysis, Strategy, and
    Tasks of the Promotional Effort
  • Needed to Conceive and Implement an Effective
    Promotional Effort
  • SIX MAJOR ELEMENTS OF A PROMOTIONAL PLAN ARE
  • Executive Summary and Overview
  • Situation Analysis
  • Objectives
  • Budgeting
  • Strategy
  • Evaluation
  • 3.2

3
Introduction Situation Analysis Objectives Budg
eting Strategy Execution Evaluation
Stages in the Promotional Plan

3.3
4
The Promotion Plan (cont)
  • EXECUTIVE SUMMARY OVERVIEW
  • Executive Summary-States Most Important Aspects
    of the Plan
  • Overview-What is to be Covered in the Plan in
    General Terms
  • SITUATION ANAYLSIS
  • Marketers and Agencies Lay Out Most Important
    Factors Defining the Situations Facing the Firm,
    and Include
  • Demographic Trends
  • Historical Context
  • Industry Analysis
  • Market Characteristics
  • Type of Consumer
  • Geographic Considerations
  • Competition
  • 3.4

5
The Promotion Plan (cont)
  • SITUATION ANAYLSIS (cont)
  • Product Characteristics
  • Category
  • Convenience Goods
  • Shopping Goods
  • Specialty Goods
  • Stages in Product Life Cycle
  • Characteristics of the Firm
  • Push vs. Pull Strategy
  • Funds Available
  • Size of Sales Staff
  • Extent of Firms Product Line
  • 3.5
  • 3.5

6
The Promotion Plan (cont)
  • SITUATION ANALYSIS (cont)
  • Characteristics of the Distribution
  • Intensity of Distribution
  • Intensive Distribution
  • Selective Distribution
  • Exclusive
  • Length of Trade Channel
  • Types of Trade Partners
  • 3.6

7
A Situation Analysis Needs to Consider the Type
of Trade Partners that Will be Promoting The
Marketers Brand
3.7
8
The Promotion Plan (cont)
  • OBJECTIVES
  • Lays the Framework for Executions in Promotional
    Campaign and Identifies Goals of a Marketer in
    Concrete, Measurable Terms
  • Create Maintain Image for Brand
  • Increase Customer Awareness Curiosity about a
    Brand
  • Change Consumers Beliefs Attitudes about a
    Brand
  • Belief Knowledge Feelings Accumulated about a
    Brand
  • Attitude is Overall Evaluation of Brand Based on
    Knowledge/Emotions
  • Influence Purchase Intentions
  • Stimulate Trial Use
  • Convert One-Time Users to Repeat Customers
  • Switch Consumers from Competing Brands
  • Encourage Brand Loyalty
  • Stimulate More Frequent Use
  • Increase Sales
  • 3.8

9
Creating Awareness and Curiosity is a Common
Promotional Objective
10
The Promotion Plan (cont)
  • OBJECTIVES KEY TERMINOLOGY
  • Brand Image
  • Brand Awareness
  • Top-of-the-Mind Awareness
  • Beliefs
  • Attitude
  • Purchase Intent
  • Trial Usage
  • Repeat Purchase
  • Brand Switching
  • Brand Loyalty
  • Increasing the Frequency of Use
  • 3.10

11

The Promotion Plan (cont)
  • COMMUNICATIONS vs. SALES OBJECTIVES
  • Increase Awareness of Brand Name to 40 of All
    Consumers in
  • Western US
  • Create Trial Use by 15 of all Teenagers 13-15
  • Communicate Superior Brand Performance Features
    to Target Audience with Series of Advertisements
    over Next Six Months
  • CHARACTERISITICS OF WORKABLE PROMOTIONAL
  • OBJECTIVES
  • Establish Quantitative Benchmark
  • Specify Measurement Methods Criteria or Success
  • Specify a Time Frame
  • 3.11

12
The Promotion Plan (cont)
  • BUDGETING - METHODS
  • Percentage-of-Sales Approach
  • Unit-of-Sales Approach
  • Share of Market/Share of Voice
  • Funds Available
  • Objective Task
  • 3.12

13
The Promotion Plan (cont)
3.13
  • BUDGETING FOR ADVERTISING
  • Marketing Research
  • Message Research
  • Production Costs Production Companies, Talent,
  • Site Costs
  • Media Costs
  • Agency Commissions/Fees
  • Account Personnel Travel Expenses

14
The Promotion Plan (cont)
  • BUDGETING FOR SALES PROMOTION
  • Coupon Value and Dealer Handling Charges
  • Contest and Sweepstakes Material and Charges
  • Brochures and Collateral Material
  • Trade Shows Exhibits
  • Trade Channel Partner Meeting Entertainment
  • Premiums
  • Point-of-Purchase Materials
  • Trade Allowances
  • Trade Incentives
  • Trade Training Programs
  • Refunds/Rebates
  • 3.14

15
PremiumsLike This One Offered by Jell-OMust be
Factored into Budget Planning for
Promotion 3.15
16
The Promotion Plan (cont)
  • BUDGETING FOR DIRECT MARKETING
  • Uses a Simple Cost-Based Method
  • Exact Bids Obtained - Printing, Sorting, Bundling
    Mailing for Print Campaigns
  • Bids Obtained for Telemarketing, Infomercial or
    Catalog Selling from External Facilitators
  • 3.16

17
Budgeting for Direct Marketing Needs to Consider
the Cost of Printing and Mailing
Materials
3.17
18
The Promotion Plan (cont)
  • BUDGETING FOR WEBSITES BANNER ADS
  • Costs for Web Sites - 30K to 100K
  • Costs for Banner Ads - 10 CPM to 30 CPM
  • 3.18

19
The Promotion Plan (cont)
  • BUDGETING FOR PUBLIC RELATIONS
  • Most Difficult of All Budgets to Set - Most
    Expensive Public Relation Occurs During Crises
  • Most PR Firms Work on Retainers - Set on an
    Annual Basis
  • 3.19

20
The Promotion Plan (cont)
  • BUDGETING FOR PERSONAL SELLING
  • Recruiting Costs
  • Training Costs
  • Travel Expenses
  • Promotional Material - Samples, Catalogs,
    Product Brochures
  • Salaries Benefits
  • Incentive Programs - Bonuses Rewards
  • 3.20

21
The Promotion Plan (cont)
  • STRATEGY
  • Mechanism by which Something is Done
  • Account Planner Assists in Strategy
  • Works in Advertising Agency Synthesizes all
    Relevant Audience Research to Formulate
    Promotional Strategy
  • 3.21

22
The Promotional Plan (cont)
  • EVALUATION
  • Marketer Determines How Promotional Program has
    Performed - Factor by Factor
  • Main Basis for Evaluation - Communications and
    Sales Objectives Set for the Program
  • Chapter 15 - Measuring the Effectiveness of
    Promotion IMC - Will Cover in Detail
  • 3.22

23
Evaluation of the IMC Program Will Include the
Effect on Sales of Various Promotional Tools
24
IMC Management Planning
  • STRATEGIC PLANNING OF IMC IS DIFFERENT FROM
    TRADITIONAL USE OF MULTIPLE PROMOTIONAL TOOLS
  • Outside-in Approach
  • IMC Management Planning Requires Comprehensive
    Detailed Knowledge
  • Customers
  • Prospects
  • Knowledge about Customer Prospects
  • IMC Management Plan - Built Around Brand
    Communications
  • Control of IMC Management Planning -
    Centralized
  • Firms Appointing IMC or Marcom Managers
  • 3.24

25
IMC Management Planning (cont)
  • MODEL OF IMC MANAGEMENT PLANNING
  • IMC Model Considers Complete Process
  • Uses Promotion to Communicate to Target Markets
  • Effectively Deploys Promotional Tools
  • Corporate Marketing Plans - Understood and
    Adopted as Part of IMC Plan
  • Databases - Help Identify Profile Target
    Markets
  • Promotional Objective - Dictate Mix of
    Promotional Tools to Pursue for each Target
  • 3.25
About PowerShow.com