Promotion P: a review
The Marketing Context of Advertising
and Promotion
Promotion
• Includes all communication efforts of the firm
• Company to customer contact
• Help company meet overall marketing
objectives (sales, market share, etc.)
• Has its own objectives (Branding, awareness,
attitude, positioning, experience, etc.)
• Flows naturally from the Marketing Plan (the
other 3 P’s)
Objectives
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Review P: Promotion
Discuss the IMC Plan
Go through an example
Practice through Group exercise
Promotion = Branding
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Advertising
Sales Promotions
Personal Selling
Public Relations
Alternative/Guerrilla Marketing
Follow a synergistic (integrated) strategy
Branding
“We don’t just want people to buy a brand, we
want people to buy into a brand, to make it
part of their lives”
– Stan Richards, The Richards Group (emphasis mine)
What is Branding?
• Creating a brand
• Brand Identity
– Brand Name, Logo, Letterhead, Business card,
Packaging, Website, etc.
• Brand Promise – physical, psychological, emotional
• Brand Experience
• Brand Harmonization
The Audience = Target Market
• Define your Segments
– Geographic
– Psychographic
– Demographic
– Behavioristic
• Select your Target Market(s)
– Profits
– Best suited
Know your audience
What are they really buying?
THIS
THAT
THE OTHER THING
Luxury Watch
Quality
Status
Cosmetics
Enhanced Appearance
Self-Esteem
Insurance
Protection
Security
House paint
Durability
Less work
Financial publication
Investment advice
Being an “insider”
Mouthwash
Clean breath
Social acceptance
Find the Brand Concept
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Functional vs. Emotional Benefits
Brand Trust
Brand Associations
Brand Essence
– What we are about
– You can depend on us because we are
– How the brand directly affects you
– This is what will happen to you
Brand Aproaches
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Heritage
Unique Brand Strengths
Forward thinking
The Standard
Provenance
Cutting Edge/Techie
Sophisticated
Original
Iconic Personalities
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Down to Earth
Community
Company Values
Personal
Humor
Fun
We Understand
Attitude
The importance of Branding
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Loyalty
Product differentiation
Brand Equity
Brand personality
The IMC Plan
• Situation Analysis
• The Audience
– Segmentation
• What do we want to accomplish?
– Define Objectives
• The Message: attributes  benefits
– Positioning
– Creative Strategy
• How will we achieve this?
– The tactics: be synergistic
– The media: be realistic
• The Budget: find ways to extend dollars