Developing a Promotional Plan 1 Copyright © Texas Education Agency, All rights reserved.

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Identify the Target Customer Demographics Needs 3 Copyright © Texas Education Agency, All rights reserved.

Set Promotional Goals Specific Goals Measurable Goals 4 Copyright © Texas Education Agency, All rights reserved.

Develop a Promotional Budget All promotion costs except publicity Percentage of expected sales 5 Copyright © Texas Education Agency, All rights reserved.

Select the Promotional Mix Blending of the promotional elements of advertising, sales promotion, publicity, and personal selling Based upon targeted customers 6 Copyright © Texas Education Agency, All rights reserved.

Advertising Traditional advertising-expensive but effective to reach Baby Boomers with more income to buy high-end products Advergame-an electronic or online game that incorporates marketing content to promote a product or service 7 Copyright © Texas Education Agency, All rights reserved.

Measure the Results Quantitative Measurement Qualitative Measurement 8 Copyright © Texas Education Agency, All rights reserved.

Promotional Trends Technology Social Network Movie Promotions  Trailers  Well-coordinated promotional plan  Pay-per-view advertisements 9 Copyright © Texas Education Agency, All rights reserved.

Promotional Plans In-house Plan Hire an Outside Business Advertising Age – online magazine 10 Copyright © Texas Education Agency, All rights reserved.

Positioning a Product Differentiating the company’s products from competitors Status, price, brand recognition, and other factors Celebrity endorsements 11 Copyright © Texas Education Agency, All rights reserved.

Promotional Events Themed Events  Event Involvement  Event Coordination  Trade Shows 12 Copyright © Texas Education Agency, All rights reserved.

Awarding the Best Oscars/Academies (motion pictures) Grammys (music) Emmys (television, sports programming, newscasts, documentaries) Tonys (theater) Cannes Film Festival (international films) 13 Copyright © Texas Education Agency, All rights reserved.