Promotion Planning Promotional campaign

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Presentation transcript:

Promotion Planning Promotional campaign A plan for combining and using the four promotional methods—advertising, personal selling, sales promotion, and public relations—in a particular promotion mix to achieve one or more marketing goals What will be the role of promotion in the overall marketing mix? To what extent will each promotional method be used in the promotion mix? Copyright © Cengage Learning. All rights reserved

Promotion and Marketing Objectives Providing product information to target markets Increasing market share by convincing new customers to purchase Positioning the product relative to the images customers have of competing products Stabilizing sales by increasing sales during slack periods or for products that are declining Copyright © Cengage Learning. All rights reserved

Developing the Promotion Mix Marketers may use several promotion mixes at the same time for different products The promotion mix ingredients depend on Organizational resources and objectives Target market characteristics Product characteristics The cost and availability of promotional methods Copyright © Cengage Learning. All rights reserved