1. A N G L I A P O L Y T E C H N I C U N I V E R S I T Y Stephen Ginns … … … 9oct03 … … … Slide 1 of 16 Promotions Management – Week 2 Issues in a Communication Strategy Finding out the Effectiveness How to deal with Media / Agencies How Integration helps What can go wrong with Integration Budgeting Issues

2. A N G L I A P O L Y T E C H N I C U N I V E R S I T Y Stephen Ginns … … … 9oct03 … … … Slide 2 of 16 Promotional Tools (1) Advertising Ambient Advertising Press Advertising TV Advertising Radio Advertising Outdoor Advertising Transport Advertising Outside Transport Advertising

3. A N G L I A P O L Y T E C H N I C U N I V E R S I T Y Stephen Ginns … … … 9oct03 … … … Slide 3 of 16 Promotional Tools (2) Press Releases Public Relations Sponsorship Sales Promotions Personal Selling Database Marketing Telemarketing Internet Marketing

4. A N G L I A P O L Y T E C H N I C U N I V E R S I T Y Stephen Ginns … … … 9oct03 … … … Slide 4 of 16 Promotional Tools (3) Off-the-screen Selling Exhibitions and Trade Fairs Corporate Identity Branding

5. A N G L I A P O L Y T E C H N I C U N I V E R S I T Y Stephen Ginns … … … 9oct03 … … … Slide 5 of 16 Structuring Communications Identify the Audience What Response is desired? Choose the Message Choose the Media What needs to be Communicated Collect Feedback

6. A N G L I A P O L Y T E C H N I C U N I V E R S I T Y Stephen Ginns … … … 9oct03 … … … Slide 6 of 16 The Promotional Mix Messages Information on Products and Brands Information on the Company TransmittersReceivers Advertising Sales Promotions Personal Selling Public Relations Consumers Employees Pressure Groups Other Publics

7. A N G L I A P O L Y T E C H N I C U N I V E R S I T Y Stephen Ginns … … … 9oct03 … … … Slide 7 of 16 Comparing Strategic and Tactical Decisions Strategic Decisions Concern overall direction Difficult to reverse Involve rejection of alternatives Tactical Decisions Concern methods of achievement Relatively easy to change Allow combination of alternatives

8. A N G L I A P O L Y T E C H N I C U N I V E R S I T Y Stephen Ginns … … … 9oct03 … … … Slide 8 of 16 Communications Planning Functions Situation Analysis –Demand, Target, Competition, Legal Aspects Objectives –SMART Targets Setting the Budget –Objective & Task, Percentage of Sales, Competition, Arbitrary Managing the Elements –Media Planning, Reach and Frequency –Briefing the Sales Force – Push or Pull Creating the Platform –Issues and Selling Points

9. A N G L I A P O L Y T E C H N I C U N I V E R S I T Y Stephen Ginns … … … 9oct03 … … … Slide 9 of 16 Budgeting Objective & Task: –Logical, will achieve goals. Hard to calculate expenditure, time-consuming, expensive Percent of Sales: inverse –Simple, proportional to Sales, but should it be inverse? Comparative Parity: –Maintains par, but not customer-focused Marginal Approach: –Review Cost Benefits as we go, but hard to calculate All you can afford: –No over-commitment, but not actively planned

10. A N G L I A P O L Y T E C H N I C U N I V E R S I T Y Stephen Ginns … … … 9oct03 … … … Slide 10 of 16 Planning the Campaign Size of the Budget Size of Individual Order Value Number of Potential Buyers Geo-demographic spread of buyers Category of Product (convenience, impulse, shopping etc) Objectives (what the firm is trying to achieve)

11. A N G L I A P O L Y T E C H N I C U N I V E R S I T Y Stephen Ginns … … … 9oct03 … … … Slide 11 of 16 SOSTT + 4Ms Situation Objective(s) Strategy Tactics Targets Men Money Minutes Measurement Situation Objective Strategy Tactics Action Control Evaluation

12. A N G L I A P O L Y T E C H N I C U N I V E R S I T Y Stephen Ginns … … … 9oct03 … … … Slide 12 of 16 Measuring Effectiveness Pre-tests Coupon Returns or Enquiries Post-tests Recognition and Recall tests

13. A N G L I A P O L Y T E C H N I C U N I V E R S I T Y Stephen Ginns … … … 9oct03 … … … Slide 13 of 16 Laboratory Tests Consumer Juries Focus Groups Portfolio Tests Readability Tests Physiological Tests

14. A N G L I A P O L Y T E C H N I C U N I V E R S I T Y Stephen Ginns … … … 9oct03 … … … Slide 14 of 16 Integration Levels Awareness Stage Planning Integration Integration of Content Formal Integration Integration between Planning Periods Intra-Organizational Integration Inter-Organizational Integration Geographical Integration Integration of Publics

15. A N G L I A P O L Y T E C H N I C U N I V E R S I T Y Stephen Ginns … … … 9oct03 … … … Slide 15 of 16

16. A N G L I A P O L Y T E C H N I C U N I V E R S I T Y Stephen Ginns … … … 9oct03 … … … Slide 16 of 16 Assignment Case Study (2002/3)