Transcript SEM II 5.03

5.03 Coordinate
Promotional Efforts
SEM II
Consider the Audience
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Implementation of the
push or pull strategies
will depend on the
identified target market
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Push strategies – used by
a manufacturer to convince
or “push” retailers to carry
and promote products in
their retail establishments.
Relies heavily on personal
selling and sales promotion
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Pull Strategies are directed
towards customers to
increase their interest and
demand for products.
Customers will “pull” or
convince retailers to carry
the products. Relies
heavily on advertising.
Consider the Audience (Continued)
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Primary target markets
are the core group of
consumers on which
promotional efforts are
focused.
Secondary target
markets are consumers
who occasionally
purchase the product
because of one
identifying factor.
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Audience includes:
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Influencers
Decision-makers
Followers
Purchasers
Identify objectives
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Inform consumers of the product
Persuade the consumers to purchase the
product
Remind the consumers of the availability
and benefits of the purchase
Discuss the promotional mix
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Should be
interdependent and
utilize several
promotional tools
Marketers should
consider the
following when
selecting
promotional tools:
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Product life cycles
Consumer segmentation
Current market
characteristics
Consumer decision-making
process
Needs to be
reviewed to ensure
companies are
reaching their
intended audience
Methods of designing the
promotional budget
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Budget allotments
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Determine current
budget as a standalone budget, aside
from the entire
organization’s budget
Budget from previous
year and future issues
are not taken into
consideration
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Imitation on
competitors
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Budget is set up to
mimic competitors
Methods of designing the
promotional budget (continued)
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Proportion of
revenue
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Allocation of budget
based on percentage
figures
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Activity-based cost
method
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Set objectives,
determine the costs
and work within them
Develop a Media Strategy
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Media is selected based on target market
Advertisers must look for creative ways to
reach their audience and uniquely position
their product due to advertising clutter
Venue advertising has increased as
changes in technology allow for frequent
changes to signage and sponsors
Develop a Media Strategy
(continued)
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Product demonstrations and on-site
displays are growing in popularity
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Usually set up as pre-event entertainment
Internet offers new and innovative ways to
promote products
Hospitality