MARK20100 Lecture 32: lecture 32
Document Summary
What are objectives, budget, and kinds of promotion. Development of promotion program: o o o o. Should be designed for well defined target audience, be measurable, and cover a specific time period o. Percentage of sales- allocating funds based on past or anticipated o o o. Competitive parity budgeting- allocate funds by matching competitors absolute level of spending. All you can afford- money allocated after all other budget items. Objective and task- determine promotion objective, outline tasks will undertake to accomplish objectives, determine promotion cost of performing those tasks. Designing the promotion o o o o o. Order in which each is introduced and frequency. Ex) ski places reduce promotion during off season. Imc audit- analyzes internal communication network; identifies key. Direct marketing audiences; evaluates customer databases; assesses messages in recent advertising, public relations releases, packaging, websites, e-mail and social media communication, signage, sales promotions, and direct mail; and determines the imc expertise of company and agency personnel.
