Marketing 440 Advanced Advertising & Promotion Promotion Plan Outline & Presentation Hints

Promotion Plan Outline 4 Letter of Transmittal 4 Executive Summary 4 Company and Product(s) Background 4 SWOT Analysis (highlights of economic, industry, market share and consumer trends, competitive analysis, etc.) 4 Campaign Objectives ($ and unit sales, new customers, awareness, etc.) 4 Target Market Profile (demographic, lifestyle, problems/needs, and interests Supported with research. Include “a day in the life” scenario.) 4 Positioning Statement (including proof/support) 4 Creative Execution (ad roughs for all selected media) 4 Media Plan (media mix, schedule, GRP’s, etc.) 4 Sales Promotion Plan (consumer and/or trade) 4 Public Relations and Publicity Plans 4 Budget Recap (by month; all activities) 4 Planning Calendar

Presentation Hints 4 You’re “SELLING.” –So You Must Have Confidence and Enthusiasm 4 Therefore, you must Rehearse, Rehearse, Rehearse –Timing and coordination –Identify weaknesses in people, content, and equipment –Hide your weakest presenters in plain sight

Presentation Hints 4 Presentation Stages –Introduction: “Tell them what you’re going to tell them.” Agenda and team member intros. Tease them. –Focus in on what the audience cares about. –Know your hook. Make an offer they can’t refuse –The Body: “Tell them” Talk. Don’t read. Coordinate talking and slides Use bullet-point slides. Not crowded. –The Close: “Tell them what you told them.” Summarize the highlights of the entire presentation Ask for the order. Tell them what to do next