When you consider the primary goals of advertising

When you consider the primary goals of advertising – awareness, comprehension, conviction and
action- the primary goal of sales promotion is to focus on one specific area – action
 Such a relationship suggests that integration of advertising strategies and promotional strategies is
essential, and, on a larger scale, that their integration with online communications, events and
sponsorships, and public relations is what promotes a brand or company with a sense of
continuity
Sales promotion planning involves developing a plan of action for communicating incentives to the
appropriate target markets at the right time
 Often, an external company that specializes in sales promotion will assume responsibility for
developing and implementing the consumer promotion plan
A sales promotion brief typically includes some or all of the following
Market Profile: an overview of sales and market share trends provides market perspective to the
promotion planners (knowing is the brand is a leader, challenger or follower)
Competitor Activity Profile: what marketing communications strategies do key competitors rely upon?
The role of the various elements of the mix will vary from one brand to another. What brands dominate
the market, and what are their mixes? – a review of competitors’ recent sales promotion activities is
essential
Target Market Profile: customers are described according to demographic, psychographic, geographic and
behavioural characteristics. Additional information about shopping behaviour usually plays a role in
developing a sales promotion plan
Sales Promotion Objectives: a variety of background factors will determine the objectives of the
promotion campaign. Sales promotion plans focus on three distinct objectives:
 Generating trial purchases
 Encouraging repeat or multiple purchases
 Building long-term brand loyalty
Objectives for trade promotion plans concentrate on building sales and achieving merchandising support
Budget: funds for the sales promotion plan come from the overall marketing budget. Knowing the size of
the budget is crucial when the promotion agency is thinking about potential concepts
Sales Promotion Plan

Sales promotion plan: an action plan for communicating incentives to appropriate target markets at the
right time
 Objectives are clearly defined, strategies are justified, and tactical details are precisely
documented
Content of a Sales Promotion Plan:
 Situation Analysis
o Market profile
o Competitor activity profile
o Target market profile
 Budget
o Funds available
 Sales promotion objectives
 Sales promotion strategy
o Incentive or offer (save, win or reward)
o Merchandise, cash or combination
o Balance between consumer and trade
 Advertising Strategy
o Broadcast
o Print
o In-store
o Digital
o Social
 Sales promotion execution
o Details of consumer offer
o Details of trade offer
 Logistics and fulfillment
o Back-end plan to administer and implement the promotion
 Budget and timing
o Activity costs
o Calendar of events
Sales Promotion Objectives