7 Stages in Promotional Campaign Planning
Planning Promotional Campaigns
n Target Audience
n Promotional campaigns affect more than consumers who purchase the product or service.
n Suppliers, intermediaries, government, local community, bankers and creditors, media organizations, shareholders, and employees.
n Research to determine multi-market target audiences is required as firms become more internationally involved.
n Cause-related marketing
n Corporate image advertising
Campaign Objectives
Ø to increase awareness
Ø to boost sales
Ø to enhance image
Ø to improve market share
The Budget
n The promotional budget links marketing objectives with media, message, and control decisions.
n Acts as a control mechanism.
Media Strategy
n Development of media strategy
n target audience characteristics
n campaign objectives
n budget
n Media vehicle chosen based on
n media availability in market
n product or service offered
n audience media habits
Worldwide Advertising Spending 2002
Product Influences
n Product advertising restrictions
n National consumer protection regulations
n Special rules in certain markets
reflecting local cultural values.
n Advertiser’s responses
n Adaptation
n Corporate image advertising
n Sports sponsorships
n Innovation
n Product placement
Audience Characteristics
n Strategy is to reach the intended target audience with the minimum of waste.
n Marketing strategist needs to know
n Media distribution (number of copies)
n Media audience composition
n Advertising exposure
n Advertising perception
n Consumer response
Global Media
n Who advertises in global media?
n Airline, financial services,
telecommunication, automobile,and tobacco companies
The Promotional Message
n Know customer habits and motivations: What are consumers really buying and why?
n Factors in developing the message:
n Diffusion of the product or service into the market.
n Criteria on which customers evaluate the product.
n The product’s positioning.
n The ideal is to have a world brand.
n A product that is manufactured, packaged, and positioned the same around the world.
n Localize international symbols with regional or country area themes and personalities.
The Media Campaign Approach
n What type of outside services to use?
n How to establish decision-making authority?
n Outside services are chosen by their quality of coverage.
n The value of outside expertise
n Creative development skills
n Specialty marketing knowledge
n Conflict in the use of mega-agencies
n Conflicts of interest when two competitors are represented by the same agency
Decision-Making Authority
n Centralized or decentralized
decisions about advertising?
n Centralization= scale, synergy, consistency
n Decentralization= proximity, flexibility, sensibility
n Overall organizational goal to continually improve advertising quality at the local level.
Measuring of Advertising Effectiveness
n Typical effectiveness-testing techniques
n Pre-testing of copy appeal and brand recognition.
n Post-testing of product or brand recognition.
n Measuring campaign’s impact on sales.
n Measures
n Sales increases and sales pattern changes.
n Increases in consumer awareness and recall.
n Intention to buy, coupon return.
n There are no universally accepted parameters of measurement and analysis to compare one country audience to another.
Other Promotional Elements
n Personal Selling
n Typically associated big-ticket (high-priced) items such as industrial goods.
n Proper training is crucial to success.
n Sales Promotions
n Couponing, sampling premiums, education and demonstration, point-of-purchase, direct mail.
n The impact of promotions on intermediaries
must be carefully considered.
n Varying local regulations may
prevent or limit the types and
use of sales promotions.