2. Section 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.

3. The Main Idea
The 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.

4. Content Vocabulary image preselling campaign promotional mix
advertising
specialty item
publicity
news release
public relations
premium
rebate
sweepstakes

5. Drawing Up Promotional Plans
As a new business owner, you need two kinds of promotional plans:
a preopening plan to lay the groundwork for your opening
a second plan to support your operation once it is under way

6. The 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.

7. Objectives 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

8. Preopening Plan
The image you establish in your preopening plan sets the tone for your promotional plan.
image
the impression people have of a company; a company’s personality

9. Objectives of an Ongoing Promotional Plan
Ongoing Plan
Objectives of an Ongoing Promotional Plan
Explain major features and benefits of your products.
Communicate information about sales.
Clear up customers’ questions and concerns.
Introduce new goods or services. 9

10. Ongoing Plan
An ongoing promotional plan helps in preselling your goods or services.
preselling
the act of influencing potential customers to buy before contact is actually made

11. Promotional 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.
campaign
a series of related promotional activities with a similar theme

12. Selecting a Promotional Mix
Every business has a unique promotional mix.
promotional mix
the combination of different promotional elements that a company uses to reach and influence potential customers

13. When selecting elements for a promotional mix, consider:
Ongoing Plan
When selecting elements for a promotional mix, consider:
target market
product value
promotional channels
time frame
cost 13

14. The Elements of the Promotional Mix
personal selling
advertising
Promotional Mix
Internet
Marketing
publicity
sales promotion 14

15. Advertising
In the United States, most businesses spend about one-fourth of their advertising dollars on newspaper ads.
advertising
the paid nonpersonal presentation of ideas, goods, or services directed at a mass audience by an identified sponsor by means of print and broadcast

16. Advertising Types of Advertising newspapers magazines specialty items
direct mail
Types of Advertising
outdoor advertising
Internet
directories
radio
television
transit advertising 16

17. Advertising 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

18. Publicity
Taking advantage of publicity means calling attention to yourself and your business.
publicity
placement 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 media
Who?
What?
Where?
When?
Why? ? ? ? ? ?

20. Publicity
Public relations may generate unsolicited publicity when such activities are reported by the media.
public relations
activities designed to create goodwill toward a business or control damage done by negative publicity

21. Sales Promotion Examples of Sales Promotion displays
sweepstakes and contests
premiums
Examples of Sales Promotion
samples
rebates 21

22. Sales Promotion
One type of sales promotion may be to include a premium with a purchase.
premium
any 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

23. Sales 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

24. Sales Promotion
A sweepstakes is a sales promotion that can draw attention to a business.
sweepstakes
a simple game of chance used by a business to get customers interested in what the company has to offer

25. After 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.

26. After 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.

27. After You Read
3. 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.

28. After You Read 4. Describe the elements of a promotional mix.
The elements of the promotional mix are advertising, sales promotion, publicity, and personal selling.

29. Section Objectives
Determine 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.

30. The Main Idea
Thorough 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.

31. Content Vocabulary industry average cooperative advertising
advertising agency
consumer pretest

32. Budgeting 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.

33. Compare Industry Averages
You can find out the industry average for promotional expenses from such sources as trade associations or the SBA.
industry average
the standard used to compare costs among companies; usually expressed as a percentage

34. Basic Media Formats Print
Include a headline, copy, illustrations, and a signature.
Print
Radio
Include same elements as print, but can add music or sound effects.
Radio
Television
Same elements apply, but it requires casting, set design, sound, and filming.
Television
Internet
Internet
Same components as print, but may also have audio, video, and animation. 34

35. Getting Help
You 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.

36. Getting Help
You may be able to save on your promotional budget by arranging for cooperative advertising.
cooperative advertising
an arrangement in which advertising costs are divided between two or more parties

37. Getting Help
An advertising agency can handle all phases of your advertising, including writing the copy, creating the artwork, choosing the media, and producing the ad.
advertising agency
a company that acts as intermediary between a business and the media to communicate a message to the target market

38. Making Possible Promotion Changes
The three most common adjustments to the promotion strategy are:
adjust your advertising
generate publicity
promote sales
Section 12.2 Budgeting and Implementing Promotional Plans

39. Factors for Evaluation
Adjust Your Advertising
market
budget
source
Factors for Evaluation
results
motives
media
messages
Section 12.2 Budgeting and Implementing Promotional Plans 39

40. Adjust Your Advertising
One way to reduce the risk involved in an expensive advertising campaign is to conduct a consumer pretest.
consumer pretest
a procedure in which a panel of consumers evaluates an ad before its release

41. Revising 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.

42. After You Read
1. 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.

43. After You Read
2. 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.

44. After You Read
3. 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.

45. After You Read
4. 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.

46. End of
Chapter 12
The Promotion Strategy