Marketing Communications

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Marketing Communications

70

Promotion Planning And Techniques

3 Promotion Planning

And Techniques

A company can devise an effective promotional programme by a systematic approach to promotional
planning and strategy. This approach to planning involves six stages that are used to develop the firm’s
promotional strategy. In developing such promotional strategy, an effective usage of techniques, such
as branding, market segmentation, and product positioning would be implemented. The six stages in
promotional planning are as follows:

1. Situation analysis


2. Establishment of objectives


3. Determination of budget


4. Management of programme elements


5. Measurement of effectiveness


6. Evaluation and follow–up

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