Pertemuan Kesembilanbelas
Promotion
1
Developing Promotion
Strategy
• Promotion strategy includes:
– Deciding communication objectives
– Deciding the role of the components that
make up the promotion mix
– Deciding the promotion budget
– Deciding a strategy for each mix component
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Communications Objectives
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Need recognition
Gathering information
Evaluation of alternatives
Decision to purchase
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Illustrative Promotion
Objectives
• Creating or increasing buyer’s awareness
of a product or brand
• Influencing buyer’s attitudes toward a
company, brand or product
• Achieving sales and market share
increase for specific customer or prospect
targets
• Attracting new customers
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Factors Affecting Promotion
Strategy
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Number and dispersion of buyers
Buyer’s information needs
Size and importance of purchase
Distribution
Product complexity
Post-purchase contact required
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Creative Strategy
• Considerations affecting the strategy
selection:
– The campaign is designed to maintain or to
change market conditions
– The campaign will communicate information
or imagery and symbolism.
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Conclusions
• Promotion strategy is a vital part of the
positioning strategy.
• Management must decide on promotion
budget and allocate it to the
communications components.
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