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Promotion P: a review

Promotion P: a review. The Marketing Context of Advertising and Promotion. Promotion. Includes all communication efforts of the firm Company to customer contact Help company meet overall marketing objectives (sales, market share, etc.)

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Promotion P: a review

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  1. Promotion P: a review The Marketing Context of Advertising and Promotion

  2. Promotion • Includes all communication efforts of the firm • Company to customer contact • Help company meet overall marketing objectives (sales, market share, etc.) • Has its own objectives (Branding, awareness, attitude, positioning, experience, etc.) • Flows naturally from the Marketing Plan (the other 3 P’s)

  3. Objectives • Review P: Promotion • Discuss the IMC Plan • Go through an example • Practice through Group exercise

  4. Promotion = Branding • Advertising • Sales Promotions • Personal Selling • Public Relations • Alternative/Guerrilla Marketing Follow a synergistic (integrated) strategy

  5. Branding “We don’t just want people to buy a brand, we want people to buy into a brand, to make it part of their lives” • Stan Richards, The Richards Group (emphasis mine)

  6. What is Branding? • Creating a brand • Brand Identity • Brand Name, Logo, Letterhead, Business card, Packaging, Website, etc. • Brand Promise – physical, psychological, emotional • Brand Experience • Brand Harmonization

  7. The Audience = Target Market • Define your Segments • Geographic • Psychographic • Demographic • Behavioristic • Select your Target Market(s) • Profits • Best suited

  8. Know your audienceWhat are they really buying?

  9. Find the Brand Concept • Functional vs. Emotional Benefits • Brand Trust • Brand Associations • Brand Essence • What we are about • You can depend on us because we are • How the brand directly affects you • This is what will happen to you

  10. Brand Aproaches • Heritage • Unique Brand Strengths • Forward thinking • The Standard • Provenance • Cutting Edge/Techie • Sophisticated • Original • Iconic Personalities • Down to Earth • Community • Company Values • Personal • Humor • Fun • We Understand • Attitude

  11. The importance of Branding • Loyalty • Product differentiation • Brand Equity • Brand personality

  12. The IMC Plan • Situation Analysis • The Audience • Segmentation • What do we want to accomplish? • Define Objectives • The Message: attributes  benefits • Positioning • Creative Strategy • How will we achieve this? • The tactics: be synergistic • The media: be realistic • The Budget: find ways to extend dollars

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