Marketing 440 Advanced Advertising & Promotion

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

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

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

4. Presentation Hints • 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