Chap 17 promotion strategies
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Chapter 17
Promotion Strategies
A. Promotion-Expenditure Strategy (TM17-1)
B. Promotion-Mix Strategy (TM 17-2)
C. Media-Selection Strategy (TM 17-3)
D. Advertising-Copy Strategy (TM 17-4)
E. Personal Selling Strategy (TM 17-5)
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114 CHAPTER 17: Promotion Strategies
17-1
PROMOTION-EXPENIDITURE STRATEGY
Break-down method:
• Percentage-of-sales approach.
• Spend-as-much-as-can-be-afforded approach.
• Return-on-investment approach.
• Competitive-parity approach.
Build-up method:
• Forces managers to analyze scientifically the
role they expect promotion to play and the
contribution it can make toward achieving
marketing objectives.
CHAPTER 17: Promotion Strategies 115
17-2
PROMOTION-MIX STRATEGY
Criteria for determining promotion mix:
A. Product Factors
1.
2.
3.
4.
Nature of product
Perceived risk
Durable versus nondurable
Typical purchase amount
B. Market Factors
1.
2.
3.
4.
5.
Position in its life cycle
Market share
Industry concentration
Intensity of competition
Demand perspectives
C. Customer Factors
1.
2.
3.
Household versus business customers
Number of customers
Concentration of customers
D. Budget Factors
1.
2.
Financial resources of the organization
Traditional promotional perspectives
E. Marketing Mix Factors
1.
2.
3.
Relative price/relative quality
Distribution strategy
Brand life cycle
116 CHAPTER 17: Promotion Strategies
17-3
MEDIA-SELECTION STRATEGY
Selection of an advertising medium is influenced
by such factors as the product or service itself, the
target market, the extent and type of distribution,
the type of message to be communicated, the
budget, and competitors’ advertising strategies.
CHAPTER 17: Promotion Strategies 117
17-4
ADVERTISING-COPY STRATEGY
Copy refers to the content of an advertisement. In
the advertising industry, the term is sometimes
used in a broad sense to include the words,
pictures, symbols, colors, layout, and other ingredients of an ad. Copywriting is a creative job, and
its quality depends to a large extent on the creative ability of writers in the advertising agency or in
the company. However, creativity alone may not
produce good ad copy. A marketing strategist
needs to have his or her own perspectives incorporated in the copy (what to say, how to say it, and to
whom to say it) and needs to furnish information
on ad objectives, product, target customers,
competi-tive activity, and ethical and legal
considerations.
118 CHAPTER 17: Promotion Strategies
17-5
PERSONAL SELLING STRATEGY
There was a time when the problems of selling
were simpler than they are today. Recent years
have produced a variety of changes in the selling
strategies of businesses. The complexities involved
in selling in the 1990s are different than those in
the 1980s. As an example, today a high-principled
style of selling that favors a close, trusting, longterm relationship over a quick sell is recommended. The philosophy is to serve the customer
as a consultant, not as a peddler.
