MKTG 477 1st Edition Lecture 16Outline of Last Lecture I. Exam 1Outline of Current Lecture II. Promotional Plan OutlineCurrent LecturePromotional Plan OutlineTest question – “Give me a heading for each component of the promotional plan outline and a one-two sentence description of what is contained in that question”I. Executive Summary – abstract of the entire plana. “Tell them what you’re going to tell them”, but it is not an introductionII. Situation Analysis – research that the agency does to allow it to gain insights about all the other parts of the plan they will be developing a. Company/product history (+ budget)b. Product evaluationc. Consumer evaluationd. Competitive evaluatione. Other forces/trends (regulatory)III. Marketing Goals – shows the reader that we understand the strategy (IMC)a. Marketing strategy – target market and the four P’si. Done by the companyb. Promotional strategy – advertising, sales promotion, public relations, personal/direct selling i. Done by the advertising agencyIV. Budget – detailed explanation of proposed promotional expenditures a. Most expensive sectionsi. Media spaceii. Creative productioniii. Research V. Creative Recommendationsa. Advertising objectives – “what do we hope to achieve with the advertising?”i. Change an attitude, come in and test-drive the new cars, etc.b. Creative strategy and executions – “how are we going to execute these objectives?” VI. Media Recommendations a. Media objectives – reach and frequency i. Find an effective way to “literally” reach our target marketThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.ii. Where advertisements will be placed and whenb. Media strategies and plans – how the media objectives will be metVII. Other Promotion Mix Recommendationa. Sales promotionb. Public relationsc. Personal selling/direct marketingVIII. Evaluation – propose how the plan’s goals and objectives can be measured and assessed for effectiveness a. Effectiveness measures IX. Summary and Conclusions – final synopsis of the entire plan a. Opportunity to “pitch”, why the company should choose that agencyRE-READ CHAPTER
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