Promotion Promotion pro 1 prep with abl

							             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