1. 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?
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2. 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
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3. 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
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