ch4 - Promotions Opportunity Analysis Chapter 4 Chapter...

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Promotions Opportunity Analysis Chapter 4
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4 - 2 Chapter Objectives 1. Prepare a promotions opportunity analysis. 2. Compare the relationship between a company’s promotional effort and its competition. 3. Identify the characteristics of various consumer segments. 4. Reach key business-to-business markets. 5. Expand IMC and promotions to the global level.
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4 - 3 Promotions Opportunity Analysis Conduct a communication market analysis Establish objectives Create a budget Prepare a promotional strategy Match tactics with the strategy
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4 - 4 Communication Market Analysis Step One Competitors Opportunities Target markets Customers Product positioning
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4 - 5 Competitors Sources of information Secondary data Other people Primary research Major competitors Communication strategies of major competitors Identify
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4 - 6 Opportunities Ignored customers. Saturated markets. Benefits not articulated clearly.
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