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7/31/2019 Promotion & Advertising Presentation
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PROMOTION &ADVERTISING
Maaz, Tooba, Amna, Shazia & Anam
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Promotion Strategy
Advertising
Personal Selling
Sales Promotion
Direct Marketing
Interactive or Internet Marketing
Public Relations
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Designing Promotion Strategy
1. Setting communication objectives
2. Deciding the role of each promotioncomponent
3. Estimating the promotion budget
4. Selecting the strategy for each promotionbudget
5. Integrating and Implementing strategies forthe components
6. Evaluate effectiveness of promotion strategy
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Setting CommunicationObjectives
Need Recognition
Finding Buyers
Brand Building
Evaluation of Alternatives
Decision to Purchase
Customer Retention
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Deciding the Role of Promotion
Concepts
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Determining the PromotionBudget
Objective & Task
Percentage of Sales
Competitive Parity
All You Can Afford
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Promotion ComponentStrategies
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Integrating & Implementing the
Promotion Strategy
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Effective of Promotion Strategy
Evaluating the effectiveness of each promotioncomponent.
Assessing the overall effectiveness of the
integrated promotion strategy.
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Advertising Strategy
Managements perception of how advertising
can contribute to the communicationobjectives has an important influence in
deciding advertisings role.
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Setting Advertising Objectives &
Budgeting
Advertising Objectives
Budget Determination
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Creative Strategy
Creative Strategies are used in order to obtainconsumer attention and provoke shoppers topurchase or use a specific product.
Examples in Radio, Television & Print Media.
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Media / Scheduling Decisions
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Role of the Advertising Agency
Agency Relationship The relationshipbetween corporate client and an ad agency.
Agency Compensation The commission
arrangement between the ad agency and thecorporate client for its services.
Industry Composition The changes in the ad
industry due to the pressure created by thechanging demands.
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Implementing & Measuring the
Effectiveness of Ad Strategy
Tracking Advertising Performance
Methods of Measuring Effectiveness
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Sales Promotion Strategy
Sales Promotion Activities:
Promotion to Consumers
Promotion to Industrial Targets
Promotion to Value Chain Members
Promotion to Sales Forces
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Advantages & Disadvantages of
Sales Promotion
Advantages:
It has the flexibility to contribute to variousmarketing objectives
It can help in targeting buyers and measure theeffectiveness of the activities.
It helps sales people describe new products andnew features of existing products.
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Sales Promotion Strategy
It is necessary to define the communicationtask that sales promotion program expects toaccomplish.
Specific Promotion programs for awarenesslevels & purchase intentions
Important to evaluate relative cost effectives of
feasible sales promotion methods.
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THANK YOU!
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