Part 3.1 Promotion Mix Tools, Budget Rationale and Plan Evaluation Refer to chapters 7, 9, 10, 11 Part 3 is going to be more detailed and tactical as you recommend what specific media will best reach the target audience and the overall budget to implement it. This part will also summarize how the final plan will be evaluated and its timetable. This slide needs to summarize the overall tactical promotional mix and rationale for it.

Part 3.2 Overview of Promotion Mix Tools and rationale on how they support the objectives You need to identify how you plan to integrate the promotional mix messages to reach your identified target audiences and achieve your communications objectives. Don’t forget to identify how you plan to reach the “middle market” between the company and the final consumer. For example; trade promotions, sales incentives, or dealer promotions. What role do you recommend the corporate web site has in the promotional mix?

Part 3.3 Promotion Mix overview Promotional Budget Need to identify the budgeting method you plan to use –refer to chapter 7 Need to identify the overall promotional budget in dollars. Need to identify how you want the budget allocated and your rationale. Don’t forget budgeting for external research (if planned), sponsorships, website promotions, public relations and production costs for the plan.

Part 3.4. Promotion Mix Tools Promotion Mix Strategy Discuss how you plan to integrate the paid advertising, personal selling, sales promotions, etc. Note: in some products mass advertising tools will be the central focus. In other products, advertising will be used to support a sales force and trade promotions only. Do you plan personal, non-personal or both Plan for a push, pull or combination & why What is the promotional timing, for ex, fall for gift season, slow seasons to simulate sales, etc. You need to demonstrate you understand the advantages and disadvantages of the various recommended media .

Part 3.4.a Promotion Mix Tools Advertising Objectives Refer to chapter 8.3. The objectives are for paid promotional tools only. Need to be stated in measurable terms. For ex, objectives could include what % and how often do you recommend the messages reach the target audiences If sales promotions, what % coupon redemption do you recommend & why Also need to indicate the timing measurements.

Part 3.4.b Advertising Objectives Message Themes Effective advertising message are very important in today’s costly & cluttered media environment. You need to: Define key elements of message (what do you want to say) Define emotional tone (how to say it) Define production goals (what the ad will look like) Note: you are not writing the product copy, but you are to provide strategic direction to the copywriters & art directors.

Part 3.4.c. Media Strategies & Plan Name the specific media vehicles, including social media and other digital tools, such as; Google Search, Facebook, etc. Determine audience reach, frequency and other relevant measurements. Media timing for the product; such as fall and winter months for cold/flu meds, spring and summer for new car intros. Also remember targeting certain months can save on media budgets.

Part 3.4.d. Public relations strategies and other tools The goal of public relations is to build good relationships and enhance the image of the firm with the advertiser’s publics, namely consumers, stockholders, legislators, and employees. However, since public relations messages are not paid media placements, marketing communicators can’t control their use. Recommend what tools you want; such as press releases, media events, publicity or crisis management, etc. Refer to chapters 9 & 10.

Part 3.4.e Personal Selling Objectives and Strategies Personal selling involves direct interaction between the company rep and the customer. Remember, that in the case of grocery products, etc. the grocery buyer is the consumer. Recommendation for sales incentives, contests, and support materials, and brochures, etc.

Part 3.4.f Direct Marketing, E-active, & Online Objectives and Strategies These media are an increasingly important part of the overall marketing communications program. Need to: Identify what direct marketing media (refer to sales communications delivered directly to individual customers thru e-mail, direct mail & telemarketing) to use, timing, etc. Identify online, mobile, buzz marketing, and the web changes needed, such as; a web landing page, etc. Recommend what social media to use, including online product reviews & blogs, refer to chapter 10.

Part 3.5 How to Evaluate Plan Accountability is increasingly important because why spend the money to advertise if it is not accomplishing your communications & advertising objectives(refer to chapter 14). How & when do you want the entire plan evaluated: Return on Investment (ROI) What final measurement metrics to use (coupon redemption, new customers etc. Pre & Post evaluation of creative messages, etc. Tracking and click-though rates on website

Endnotes Be sure to use proper citation format. Need to cover all 3 parts of the plan.

Bibliography Refer to the excellent reference tools found in the UMUC virtual library to be sure of people citation format. Be sure to use a proper citation format or you will lose points.

Exhibits This slide is optional, but it is a good place to include: Worksheets (SWOT, competitors, etc) Detailed Creative Brief including legal product language, etc. Logo and tagline treatments Corporate trademarks, PMS colors, and how they should be shown in communications materials.

End of Part 3 Make any changes recommended in your professor’s feedback on Parts 1&2. Incorporate Parts 1 and 2 into a final, cohesive plan. Include the Executive Summary and full Table of Contents. Edit carefully and check your work against the grading criteria in the syllabus. Upload into your assignment folder by the due date.