1. Developing a Promotional Plan 1 Copyright © Texas Education Agency, 2011. All rights reserved.

2. Copyright and Terms of Service Copyright © Texas Education Agency. The materials found on this website are copyrighted © and trademarked ™ as the property of the Texas Education Agency and may not be reproduced without the express written permission of the Texas Education Agency, except under the following conditions: 1)Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the Materials and Related Materials for the districts’ and schools’ educational use without obtaining permission from the Texas Education Agency; 2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual personal use only without obtaining written permission of the Texas Education Agency; 3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any way; 4) No monetary charge can be made for the reproduced materials or any document containing them; however, a reasonable charge to cover only the cost of reproduction and distribution may be charged. Private entities or persons located in Texas that are not Texas public school districts or Texas charter schools or any entity, whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from the Texas Education Agency and will be required to enter into a license agreement that may involve the payment of a licensing fee or a royalty fee. 2 Copyright © Texas Education Agency, 2011. All rights reserved.

3. Identify the Target Customer Demographics Needs 3 Copyright © Texas Education Agency, 2011. All rights reserved.

4. Set Promotional Goals Specific Goals Measurable Goals 4 Copyright © Texas Education Agency, 2011. All rights reserved.

5. Develop a Promotional Budget All promotion costs except publicity Percentage of expected sales 5 Copyright © Texas Education Agency, 2011. All rights reserved.

6. 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, 2011. All rights reserved.

7. 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, 2011. All rights reserved.

8. Measure the Results Quantitative Measurement Qualitative Measurement 8 Copyright © Texas Education Agency, 2011. All rights reserved.

9. Promotional Trends Technology Social Network Movie Promotions  Trailers  Well-coordinated promotional plan  Pay-per-view advertisements 9 Copyright © Texas Education Agency, 2011. All rights reserved.

10. Promotional Plans In-house Plan Hire an Outside Business Advertising Age – online magazine 10 Copyright © Texas Education Agency, 2011. All rights reserved.

11. Positioning a Product Differentiating the company’s products from competitors Status, price, brand recognition, and other factors Celebrity endorsements 11 Copyright © Texas Education Agency, 2011. All rights reserved.

12. Promotional Events Themed Events  Event Involvement  Event Coordination  Trade Shows 12 Copyright © Texas Education Agency, 2011. All rights reserved.

13. 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, 2011. All rights reserved.