PROMOTION MANAGEMENT DECISIONS
Target Audience
Behaviour Objectives
Customer group (customer, non-customer)
Trial (category trial, brand trial, brand retrial)
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Customer
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Repeat Purchase (rate, amount, timing)
Demographic (gender, age, race, life stage, marital status, residence)
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Parents, ages 35-50
Socioeconomic (income, education, occupation)
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Middle-income
Psychographic (personality, lifestyle, values, culture, social class)
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Repeat purchase/ add-on
Purchase related behaviour
Repeat consumption
Middle-class, close families, strong family bonds
Geographic (national, regional, city)
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National, with region specific ads (?)
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French and English
Communication Objectives
Brand Positioning Strategy
Category need (remind, emphasize)
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social and safety, remind/emphasize
Brand awareness (recall, recognition)
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Recall → when buying a phone, when satisfying need
Brand attitude (establish, maintain, increase, modify, change)
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Increase and modify
Brand purchase intention (generate)
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Generate purchase
Brand purchase facilitation (include support information)
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Market definition (benefit, brand name, usage, category)
Telus, benefit = increase sociability and safety, telecomm service
Differential advantage (differential/central, brand/user)
Central
Target audience brand attitude (importance, delivery, uniqueness of benefits)
Increase importance of a benefit
Consumer purchase motive (informational, transformational)
 Informational → safety – removal of safety issues, insecurity
 → social – incomplete satisfaction of social time with
family
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Creative Strategy
Creative Tactics
Creative theme (USP, image, drama, positioning)
Creative execution style (sell, evidence, demo, compare, testimonial, slice of
life, animation, personality, imagery, drama, humour, combined)
Message appeal (rational, emotional, combined)
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rational/emotional with emphasis emotional
Source characteristic (credibility, attractiveness)
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drama
Message structure (order, conclusion, sidedness, visual/verbal)
Design (e.g., headline, sub-head, body copy, visual, layout)
attractiveness, use of animals
Media Strategy
Media Tactics
Media (selection, primary)
Geographic coverage
Schedule
Reach/Frequency/Advertising cycles
Class, Vehicle
Relative emphasis (national, regional, city)
Blocking chart (week, day, time)
Budget adjustments (CPM, GRP), Impressions
Sales Promotion Strategy
Sales Promotion Tactics
Consumer (sample, coupon, gift/premium, contest/sweepstake, rebate/refund
bonus pack, price-off, frequency program, event)
Trade (contest/dealer incentive, allowance = off-invoice/ performance/slotting,
point-of-purchase, training/collateral material, trade shows, co-op ad)
Value of incentive
Timing
Distribution