THE PROMOTION

MANAGEMENT PROCESS

CONTENTS:

Introduction
A Model of Integrated Promotion Management
Promotion Decision Process

INTRODUCTION :
Promotion management process involve various
promotion mix elements:

Advertising

Sales promotion

Point of purchase communication

CONTI..

Direct marketing

Personal selling

Sales management & sponsorship marketing

INTEGRATED PROMOTION MANAGEMENT

MODEL
Marketing structure

Monitoring & managing the

environment

Customer satisfaction

Promotion decision process

General choices
Target markets
Objectives
Budgets
Modes & mixture

Specific plans

Program evaluation

Messages
Media & momentum

Measured results

OVER VIEW:
Promotion

decision process is shown to be

influenced by marketing structure.

The

PDP involves proactive effort directed

at monitoring & managing the environment
in order to achieve customer satisfaction.

MARKETING STRUCTURE:
Marketing structure is an organizational
arrangement employed in a company to achieve its
over all ,
Marketing objectives
Promotional objectives

A companys organizational structure is instrumental

in determining,

How well it is able to manage its environment

How well it satisfy its customers

And how it implement effective promotion decision.

MONITORING & MANAGING THE

ENVIRONMENT:

EXTERNAL FORCES:
Economic competitive
Technological
Social culture
Demographic
Regulatory influences

ENVIRONMENTAL MONITORING :
Environmental

monitoring referred to as
performing a situation analysis, involve 2
general activities:
Internal analysis
External analysis

INTERNAL & EXTERNAL ANALYSIS:

Internal analysis:
Internal analysis must be
made of an organizations
weakness & strengths.
Financial consideration &
personal matters are the
primary issues in an
internal analysis.

External analysis:
External analysis involve
a through review of
environmental factors
that are likely to influence
promotional effectiveness
& product success.
External analysis
examines the
opportunities & threats
that confront a brand at a
point in time.

CUSTOMER SATISFACTION:
Promotional

components play an important

role by informing customers about new
products and brands and their relative
advantage by avoiding the tendency to over
inflate customer expectations.

THE PROMOTION DECISION PROCESS

The

promotion decision process involve :

General choice

Specific plan

Program evaluation

GENERAL CHOICE:
Promotion

management have 5 general

choices:
Target markets

Objectives

Budgets

Modes

Mixture

I. TARGET MARKETS:
Define

the audience to be targeted .

Three broad ways to segments both
customer and organizational markets:

Who the
customers are?

Where they are?

How they
behave?

OBJECTIVES:
Set

the promotional objectives.

SMART(Specific ,Measurable ,Attainable
,Relevant and Time bound)
Good objectives should include :

A statement defining the target audience.

A statement of how some specific aspects of the
audiences perceptions, attitude , or behavior
should change.
A statement of how quickly such a change is
expected to occur
A statement of the degree of change required.

BUDGETS
Set

the promotion budget :

The percentage of sale method .

The competitive parity method.
The objective and task method

MODES & MIXTURES:

First

marketers which promotion

components to use
Second they choose the specific activities
with in each components.
Third within each activity they must decide
with specific vehicle to employ.

SPECIFIC CHOICES:

messages

media

momentum

PROGRAM EVALUATION:
Companies

use three main approaches in

monitoring sales force to evaluate and
control sale performance.
Sale analysis
Cost analysis
Behavioral analysis

EVALUATING AND CONTROLLING SALES

FORCE PERFORMANCE:
Making

public relations decisions.

Through public relations firms communicate
with a variety of publics including the
consumer , the financial community and
stoke holder the community , prospective
employees, current employees, suppliers