Promotion & Advertising Presentation

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!

Documents

Promotion & Advertising Presentation