Nov 23 - Promotion Strategy, Part IV

Nov 23 - Promotion Strategy, Part IV - Promotion Strategy...

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Promotion Strategy, Part 4 November 23, 2009 Instructor: Tamar Milne
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Agenda Cross promotion Planning a promotional strategy Choosing a promotional mix Scheduling Measuring promotional effectiveness Global marketing mix For next class... 2
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Cross-Promotion Marketing partners share promotional costs Co-branding: partners closely link their brands on a single product Co-marketing: partners join together to sell their products in an allied campaign 3
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Planning a Promotional Strategy 1. Understand your target market 2. Determine what you want to achieve: awareness? trial? sales? loyalty? image? 3. Establish your budget 4. Figure out your key message and appeal 5. Choose your promotional mix 6. Create promotional tools 7. Monitor and control 4
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Choosing A Promotional Mix Nature of the target market Segmentation is critical Which communication form(s) and media are appropriate?
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