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Promotion Planning And Techniques
Situation analysis: This stage involves making a sufficient analysis of demand, competition, legal
consideration, human and financial resources of the company. The analysis of these factors should be
done in ways that reflect their effects on the products or services to be promoted. Promotion objectives
must not conflict with overall marketing objectives.
Establishment of Objectives: Objectives are set based on the situation analysis and the company’s
anticipations from the products or services to be introduced into the market or promoted.
Determination of Budget: Once objectives have been established, it is essential to determine a
preliminary promotional budget. Tentative budget may initially be established and can be modified as
the planning process proceeds.
Management of Programme Elements: Promotional communication resources available to the firm
include:
• Advertising – print, electronic, outdoor, transit and corporate.
• Resellers – wholesalers and retailers.
• Personal selling – strategically pushing products to consumers.
• Sales promotion – packaging, price offers, samples and others.
• Supplemental communication support such as public relations.
• Publicity – non-personal communication through the media such as television, radio
and newspapers.These communication resources must be put into the promotional strategy, adequately balanced
with the proper mix that ensures communication effectiveness. Coordinated management of various
components of the promotion mix is essential to the effectiveness of the company’s promotional strategy.
Coordination management requires skillful use of the managerial talents. Decisions must be made
regarding the necessity of using outside services such as advertising agencies, research suppliers and
media buying services.
Measurement of Effectiveness: The overall effectiveness of the promotional programme should be
measured. This requires measurement of communication performance such as brand name awareness,
recall of major benefits, advertisement viewership and other elements in the promotional strategy.
Evaluation and Follow-up: Every effort should be made to assess the strength and weaknesses of the
promotional plan with the objective of building up experience for use in future planning. (Warshaw
and Kinnear, 1983)