Tutorial 3

Tutorial aim

• Discuss the promotions part of the assignment in groups.

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Promotion/marketing communications:
Be creative and let your imagination fly!
What promotional tools (advertising, sales promotion, public
relations, personal selling, direct marketing, digital marketing)
will you use and how will they contribute to achieving your
objectives? What are the media class and media vehicle
decisions? How will you ensure adoption of integrated
marketing communications?

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Agenda
❑ Marketing communications
❑ Advanced task:
❑ Marketing budget
❑ Measuring marketing performance
❑ Q&A

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Media class
What will you use?

Media vehicle
What will you use?

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Methods to set marketing budget
1. Affordable method

2. Percentage-of-sales method

3. Competitive-parity method

4. Objective-and-task method

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Marcomms: visuals
How will it look like and why you think this will be appealing to your customers?

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 The “promotion” process – what you hope
to achieve
PULL PUSH
Promotion. promotion.
Direct to Reaches
customers customers
so they via channel
demand activity. not
Product. directly from
company.

You need an IMC programme. The END result is always ACTION. Methods
of promotion may differ depending on where in the model you are.
Sometimes you are doing the whole AIDA model at once. Sometimes you
are doing only a section of the AIDA model at one go.

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 Communication options
Addressable
customised Direct sales,
audience email,
tele-marketing
Personalisation

Direct mail,
catalogues

TV, radio,
Mass newspapers,
market magazines,
audience billboards

1 Way 2 Way with 2 Way, short time lag

Message Time Lag or Instantaneous
Interactivity
Your promotion options must be appropriate to the product?
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ADS.

Digital

PR.
Marketing
Media Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
tools

TV ads
ADS.
Magazine
Newspaper
In-store
signage Introduction Growth Decline
Website Maturity
To create Motivate
To build brand
Youtube brand awareness customers
Digital

/ inform
image to To remind
Facebook to take
customers / customers
action and
Event persuade
boosting
PR. sponsorship
sale
Pop-up
Discount
coupon
Sample
Bonus pack
Your task:

1. What will your promotional budget be?

2. What promotional tools will you use and how
will it contribute to achieving your objectives?
3. Budgetary split by promotional mix
4. What methods/techniques will you use and
why? Media class and vehicle decisions?
5. How will you ensure adoption of integrated
marketing communications?

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Advanced Task!!
• Setting Marketing budget
• Measuring marketing performance

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 Measuring marketing performance

Where:
Incremental value produced by a campaign = (Value produced by a campaign) –
(Value we would produce if we didn’t run a campaign)

http://www.marketingcampaignmanagement.info/reporting/

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Remember the other parts of your
assignment…

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Good luck with ‘polishing’ your assignments!

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Still have questions?
Direct them all to Facebook.

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