Promotion
pro (1) prep. with abl. , [before, in front of;
for, on behalf of, in favor of]
promoveo -movere -movi -motum [to move
forwards , push onwards, make to advance;
to extend; to postpone]
Strategy
strategema -atis n. [a piece of general
ship , a stratagem].
Strategy: A plan of action, attack
Promotional Strategy
A controlled, integrated program of
communication methods designed to
present an organization and its
products or services to prospective
customers.
Personal
Selling Sales
Advertising
Promotion
Promotion
Publicity Reseller
Public Support
Relations
Relationship between
organization and consumer
Promotional Strategy
Communication
• Intentional
• Transaction
• Symbolic
Communication
Mass Audience
Decoding
Sender Encoding Message Decoding Receiver
Noise
Feedback
Consumers
1. Exposure
2. Attention
3. Comprehension
4. Acceptance
5. Retention
Sender Encoding Message Media Decoding Receiver
Exposure
• Proximity
• One or more senses are activated
• Selective Exposure
• Increase of exposure to mass
media channels
Attention
• Information Processing
• Recognize existence of stimulus
• Needs
Comprehension
• Interpreted
• Meaning must be attributed to the
stimulus
• Subliminal perception?
Acceptance
• The message is measured against existing
beliefs and attitudes
• Persuasion – change in attitudes
Retention
• Long term memory
Involvement
• Risk
• Personal Risk
• Social Risk
• Financial Risk
Promotional Step 1
Situation Analysis
Strategy Step 2
Objectives
Step 3
Money Appropriation
Step 4
Management of Program Elements
Step 5
Integration
Step 6
Effectiveness
Step 7
Follow-up
Step 1
• Situation Analysis
• Demand
• Target Markets
• STP
• Legal considerations
• Internal considerations
Step 2
• Objectives
• Vision
• Sales objective
• Message
Step 3
• Money Appropriation
• Arbitrary Allocation
• Percentage of Sales
Judgmental
• All You Can Afford
• Competitive Parity
• Objective And Task
Data-Oriented
• Experimentation
• Modeling and Simulation
Step 4
• Management of Program Elements
• Advertising
• Personal Selling
• Reseller Support
• Sales Promotion
• Supplemental Communications
Step 5
• Integration
• Balance
• Scheduling
• Personnel and Outside Services
• Appropriation Revision
Step 6
• Effectiveness
Step 7
•Follow-Up