This is the next step in creating your marketing plan.
You will construct your promotional strategy. This strategy should include the following topics:
• Advertising
• Public Relations
• Sales Promotions
Tip for the professor to help with your marketing plan
Students - Here are some tips to help you with this assignment, which is the final part of your marketing plan! This assignment, where you develop your promotional strategy allows you to be very creative. Your essay should consist of three parts:
Part 1- Advertising
Where do you plan on advertising and what will your message be? Choose more than one media type. Review the section starting on page 545 of your text titled Media Selection and Scheduling to compare the various media options, as well as the advantages and disadvantages of each. The various media available are television, radio, newspapers, magazines, direct mail, outdoor advertising and interactive media. Support why you feel the media you choose would be the best for your product or service, as well as why you feel your message is appropriate.
Part 2 - Public Relations
This portion of your essay should deal with the publicity you can drum up for your business. Think about how you can create good will towards your company. What can you get involved with (think charity/events or sporting events) so potential consumers would think favorably of your business? Publicity is not something a company pays for, in general. The goal is to get a newspaper or website or other publication to write about the good activities you are involved in, at the present time.
Part 3 - Sales Promotions
The final portion of your essay covers how you will stimulate a purchase. Potential consumers have heard your advertising and read about your company through the publicity you have received, but still need a little extra nudge to actually make that purchase. Possibilities include (but are not limited to) displays, trade shows, coupons, contests, samples, premiums, and/or demonstrations. Choose more than one and support why you feel your choices would work for your product or service.