Promotion Strategy
Promotional Objectives
1. What is (are) your promotional objective(s) (see page 461 and 491)?
Examples of promotional objectives: Inform, increase demand,
differentiate a product, accentuate a product's value, stabilize sales.
Examples of advertising objectives: informative, persuasive, and
reminder.
Strategy
Promotional Mix
1. What promotional mix elements will you use (see page 463)? Examples: personal selling (see page 463), advertising (e.g., see page newspapers, television, radio, magazines, billboard-- see page 501), sales promotion (e.g., displays, trade shows, coupons, contexts, samples, premiums, product demonstrations-- see page 464+), trade promotion (e.g., offering free merchandise, direct marketing, public relations, publicity), sponsorship.
2. Within each promotional mix, have you been specific? Example: telemarketing is more specific than direct marketing; setting up a 1-800# where people can call the company but the company does not call the customer is even more specific.
3. In developing your promotional mix, have you thought out the balance between using a pull and push strategy? Have you communicated this strategy (see page 477)?
Slogan
1. What is your slogan? Is the slogan consistent with your positioning strategy?
Creative: this section is optional for this class
1. Did you provide any sketches/scripts of your creative ideas? Examples: newspaper advertisement, TV advertisement, coupon, radio script.
Other promotional considerations
1. Are you specific when you describe your promotion strategy? One way to tell is to ask yourself-- If I gave this section to the appropriate audience to implement my promotional strategy, would implementation of the plan equate to the idea you had when developing the strategy?
2. What is your rationale for your promotion strategy? That is, did you sell the reader on your promotion strategy?
Other Evaluation Elements
1. Is this section grammatically accurate?
2. Is this section concise?
3. Is this section well organized?
4. Is this section cosmetically attractive?
5. What grade would you give yourself on this section?
6. Your primary reader/audience of this document will be various people within the company (e.g., Marketing Manager, President). Is this section written well for this audience?
7. Your secondary reader/audience could be a variety of people (e.g., advertising firms, new employees). In five years, a new marketing manager may be hired and read your marketing plan for a historical perspective. Is this section well written for secondary audiences?