5.05

Report
5.05-Manage promotional activities to
maximize return on promotional
efforts.
 Define
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promotional plan.
A promotion plan outlines the promotional tools
or tactics you plan to use to accomplish your
marketing objectives.
A promotional plan is not your marketing plan;
although it is based on the business’s marketing
plan. It is just one component of the marketing
plan.
http://www.smallbusinessnotes.com/marketing-your-business/promotion-plan.html
 Describe
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types of promotional plans.
Grow market share, introduce new products,
address competition threats
Introduce, grow, maturity and decline (business
cycle)
Inform, remind and persuade
Identify the components of a promotional plan.
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Executive summary and overview
Situation analysis
Objectives (what do you want to accomplish)
Budget - Projected costs for the year.
Strategy - Description (or listing) of the
promotional tactics you plan to use. Explanation
of how your promotion tactics will support your
marketing objectives.
Timetable for completion
Evaluation – Did it work?
4 Forms of Promotion
1. Advertising
 Advertising is paid promotion and includes media
such as newspaper, magazine, radio, television,
billboard, subway, direct mail, banner
advertising, flyer advertising etc. For artists, the
most effective forms of advertising have proven
to be direct mail, source book advertising and
on-line portfolios.
2. Personal Selling
 Personal Selling is about getting a personal
meeting with an interested buyer, showing your
portfolio and selling your vision.
3. Sales Promotion
 Sales Promotion involves paid (generally) marketing
communication activities other than advertising, publicity
or personal selling. Examples of sales promotion activities
include your website, email marketing, your blog,
catalogues or brochures, reprints of advertisements,
tradeshows, hosting a cocktail party or event, etc.
4. Public Relations
 Public relations (PR) includes any communication intended
to create a positive image for your product/service
amongst your target audience. Although you have no
control over which publications, if any, will publish your
press release or talk about your showing, it is generally
considered to have greater value than paid advertising,
because it is an unpaid endorsement of your service.
 Describe
internal and external factors that
can affect promotional plans.
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Internal – budget, manpower, expertise, time for
planning and implementing
External – competitors’ actions, changes in the
economy, changes in customer desires
 Explain
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the need for a promotional plan.
Critical part of the marketing plan
Builds sales and profits
Addresses changes in the external business
environment
 Identify
factors that should be coordinated
for promotions.
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Brand image and company reputation (any
changes planned?)
Current and potential customers
Competitor responses
 Identify
types of promotional activities that
should be coordinated.

Advertising, sales promotions, personal selling,
special events, trade shows, contests, giveaways.
 Describe
efforts.
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ways to coordinate promotional
Timing of release of information and advertising
Branding coordination
 Describe
the importance of coordinating
promotional activities.
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Affects the brand
Times the release of promotional activities with
availability of products for sale
Sending out samples of the product
Make sure sales people know what is being
promoted
 Explain
procedures for coordinating
promotional activities.

The coordination of a company's outgoing
message between different media and the
consistency of the message throughout.
 Use
procedures to coordinate promotional
activities.
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Set the objective (plan)
Budget resources (organize)
Implement
Control (is it working?)

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