Marketing 477 Exam 2
4Marketing 477 Study Guide Exam #2
Promotional Plan Outline * I. Executive Summary: Abstract of the entire plan (not an introduction) it’s a synopsis (5-10 pages) * II. Situational Analysis: There’s no order, just bullet points. It’s the information about consumers, gives an informed reason for everything that’s going to be followed
1. Companies and Product History
2. Product Evaluation
3. Consumer Evaluation
4. Competitive Evaluation
5. Other forces/trends (e.g. regulatory) * Company and Product History: Research the advertising company has done, past advertisements/campaigns results if they could be measured and past budgets. * Example: Burger King, feat. Herb, in the ad he was Herb the Nerd because he’d never been to BK before; he was so excited for all the products BK offered. If someone saw Herb the Nerd in the local BK- you won something (This is LOUCEY). Now 20 years have past, and someone wants something similar…bad! * III. Marketing Goals:
* Simply a regurgitation (report) what the company is going to do with their strategy * This convinces the reader (client) what the promo is.
IV. Budget: Detailed Explanation of proposed promotional expenditures. (How you’re going to spend their money) Money spent on media, research, creativity (to create the ads).
V. Creative Recommendations: * A. Advertising Objectives * “What do we hope to achieve with this promotion?” brand image, test things * B. Creative Strategy and Execution * Actual advertising and/or promotional display, “how” (storyboards)
VI. Media Recommendations * Media objectives (e.g. reach and frequency) * How are they going to do it? * Media strategies/plans (how the media objectives will be met) * Who will they reach?
VII. Other Promotion Mix Recommendations * Sales promotion * Public Relations * Direct/Personal selling * Example: How you never “See” a Starbucks ad, but
Promotional Plan Outline * I. Executive Summary: Abstract of the entire plan (not an introduction) it’s a synopsis (5-10 pages) * II. Situational Analysis: There’s no order, just bullet points. It’s the information about consumers, gives an informed reason for everything that’s going to be followed
1. Companies and Product History
2. Product Evaluation
3. Consumer Evaluation
4. Competitive Evaluation
5. Other forces/trends (e.g. regulatory) * Company and Product History: Research the advertising company has done, past advertisements/campaigns results if they could be measured and past budgets. * Example: Burger King, feat. Herb, in the ad he was Herb the Nerd because he’d never been to BK before; he was so excited for all the products BK offered. If someone saw Herb the Nerd in the local BK- you won something (This is LOUCEY). Now 20 years have past, and someone wants something similar…bad! * III. Marketing Goals:
* Simply a regurgitation (report) what the company is going to do with their strategy * This convinces the reader (client) what the promo is.
IV. Budget: Detailed Explanation of proposed promotional expenditures. (How you’re going to spend their money) Money spent on media, research, creativity (to create the ads).
V. Creative Recommendations: * A. Advertising Objectives * “What do we hope to achieve with this promotion?” brand image, test things * B. Creative Strategy and Execution * Actual advertising and/or promotional display, “how” (storyboards)
VI. Media Recommendations * Media objectives (e.g. reach and frequency) * How are they going to do it? * Media strategies/plans (how the media objectives will be met) * Who will they reach?
VII. Other Promotion Mix Recommendations * Sales promotion * Public Relations * Direct/Personal selling * Example: How you never “See” a Starbucks ad, but