2Section Objectives Explain the role of the promotion strategy. Explain how to formulate promotional plans.Identify considerations for putting together a promotional mix.Describe the elements of a promotional mix.
3The Main IdeaThe promotion strategy is the most visible marketing strategy, designed to get the attention of prospective customers and convince them to buy from you.Promotional activities must be in the right mix.
5Drawing Up Promotional Plans As a new business owner, you need two kinds of promotional plans:a preopening plan to lay the groundwork for your openinga second plan to support your operation once it is under way
6The Role of Promotion Strategy Promotion is communication intended to persuade, inform, or remind a target audience about a business or its products.The promotion strategy involves planning, determining the right promotional mix, and selecting specific promotional activities.
7Objectives of a Preopening Plan Establish a positive image.Let potential customers know you are opening for business.Bring in customers or have them contact your business.Interest customers in your new company and your products or services.7
8Preopening PlanThe image you establish in your preopening plan sets the tone for your promotional plan.imagethe impression people have of a company; a company’s personality
9Objectives of an Ongoing Promotional Plan Ongoing PlanObjectives of an Ongoing Promotional PlanExplain major features and benefits of your products.Communicate information about sales.Clear up customers’ questions and concerns.Introduce new goods or services.9
10Ongoing PlanAn ongoing promotional plan helps in preselling your goods or services.presellingthe act of influencing potential customers to buy before contact is actually made
11Promotional Plan Format Both a preopening and an ongoing plan can be organized around a promotional campaign, independent promotional activities, or a combination of the two.campaigna series of related promotional activities with a similar theme
12Selecting a Promotional Mix Every business has a unique promotional mix.promotional mixthe combination of different promotional elements that a company uses to reach and influence potential customers
13When selecting elements for a promotional mix, consider: Ongoing PlanWhen selecting elements for a promotional mix, consider:target marketproduct valuepromotional channelstime framecost13
14The Elements of the Promotional Mix personal sellingadvertisingPromotional MixInternetMarketingpublicitysales promotion14
15AdvertisingIn the United States, most businesses spend about one-fourth of their advertising dollars on newspaper ads.advertisingthe paid nonpersonal presentation of ideas, goods, or services directed at a mass audience by an identified sponsor by means of print and broadcast
16Advertising Types of Advertising newspapers magazines specialty items direct mailTypes of Advertisingoutdoor advertisingInternetdirectoriesradiotelevisiontransit advertising16
17Advertising A specialty item serves as a reminder of a business. an advertising device that includes giveaways, such as pens, T-shirts, and caps, printed with a business name or logo
18PublicityTaking advantage of publicity means calling attention to yourself and your business.publicityplacement in the media of newsworthy items about a company, product, or person
19? ? ? ? ? Publicity A news release should answer these questions: Who? a brief newsworthy story that is sent to the mediaWho?What?Where?When?Why??????
20PublicityPublic relations may generate unsolicited publicity when such activities are reported by the media.public relationsactivities designed to create goodwill toward a business or control damage done by negative publicity
21Sales Promotion Examples of Sales Promotion displays sweepstakes and contestspremiumsExamples of Sales Promotionsamplesrebates21
22Sales PromotionOne type of sales promotion may be to include a premium with a purchase.premiumany item of value that a customer receives in addition to the good or service purchased; designed to attract new customers or build loyalty among existing customers, they may include coupons and gifts
23Sales Promotion Some companies give a rebate on purchases. rebate a return of part of the purchase price of a product used as an incentive for customers to purchase the product
24Sales PromotionA sweepstakes is a sales promotion that can draw attention to a business.sweepstakesa simple game of chance used by a business to get customers interested in what the company has to offer
25After You Read Explain the role of the promotion strategy. The role of the promotion strategy is to set the course for and coordinate all aspects of promotion. It involves planning, determining the right mix, and selecting specific activities.
26After You Read 2. Explain preopening and ongoing promotional plans. Preopening promotional plans establish the company’s image, let customers know the business is opening, bring in customers, and create interest in the business so that the business will have customers when it opens. Ongoing promotional plans maintain and build sales after a business is open.
27After You Read3. Describe considerations for putting together a promotional mix.When selecting elements for a promotional mix, consider the target market, product value, promotional channels, time frame, and cost.
28After You Read 4. Describe the elements of a promotional mix. The elements of the promotional mix are advertising, sales promotion, publicity, and personal selling.
29Section ObjectivesDetermine promotional costs for a start-up business.Describe ways to implement your promotion strategy.Examine options for short-term changes in your promotion strategy.Identify considerations for updating the promotion strategy.
30The Main IdeaThorough planning and information gathering can help you arrive at a realistic promotional budget.That budget will have a direct affect on how you implement your promotional plans.
31Content Vocabulary industry average cooperative advertising advertising agencyconsumer pretest
32Budgeting for Promotion To plan the promotional budget for a new venture, you must take these steps:Cost out promotional activities.Compare industry averages.Make final adjustments.
33Compare Industry Averages You can find out the industry average for promotional expenses from such sources as trade associations or the SBA.industry averagethe standard used to compare costs among companies; usually expressed as a percentage
34Basic Media Formats Print Include a headline, copy, illustrations, and a signature.PrintRadioInclude same elements as print, but can add music or sound effects.RadioTelevisionSame elements apply, but it requires casting, set design, sound, and filming.TelevisionInternetInternetSame components as print, but may also have audio, video, and animation.34
35Getting HelpYou can carry out your promotional plans yourself, or you can hire professionals to implement some or all of your promotional activities.Professional help can come from the media, manufacturers and suppliers, and advertising agencies.
36Getting HelpYou may be able to save on your promotional budget by arranging for cooperative advertising.cooperative advertisingan arrangement in which advertising costs are divided between two or more parties
37Getting HelpAn advertising agency can handle all phases of your advertising, including writing the copy, creating the artwork, choosing the media, and producing the ad.advertising agencya company that acts as intermediary between a business and the media to communicate a message to the target market
38Making Possible Promotion Changes The three most common adjustments to the promotion strategy are:adjust your advertisinggenerate publicitypromote salesSection 12.2 Budgeting and Implementing Promotional Plans
39Factors for Evaluation Adjust Your AdvertisingmarketbudgetsourceFactors for EvaluationresultsmotivesmediamessagesSection 12.2 Budgeting and Implementing Promotional Plans39
40Adjust Your Advertising One way to reduce the risk involved in an expensive advertising campaign is to conduct a consumer pretest.consumer pretesta procedure in which a panel of consumers evaluates an ad before its release
41Revising the Promotion Strategy Conduct a formal review of your promotion strategy on a regular basis.Use your sales forecast to arrive at a promotional budget to support that level of sales.Then revise your promotional mix promotion plan.
42After You Read1. Describe how to determine promotional costs for a start-up business.Promotional costs for a start-up business are determined by costing out the planned activities, comparing the costs to industry averages, and adjusting the budget if necessary.
43After You Read2. Describe approaches to implementing your promotional strategy.Two approaches to implementing a promotion strategy are developing your own promotion items and hiring professionals to do the job.
44After You Read3. Discuss options for short-term changes in your promotion strategy.Options for short-term changes are increasing the effectiveness of your advertising expenditures, capitalizing on publicity opportunities, and stimulating sales through sales promotions or changes in the sales force.
45After You Read4. Name considerations for updating the promotion strategy.To update the promotional plan, consider the sales forecast for the upcoming period; make budget adjustments required by the forecast; and study changes in the target market, research results, and experiences to date. On the basis of those considerations, a new mix can be determined and a new plan developed.