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Creating a Promoting Plan
Pages 3 (753 words)
The promotion should be a mixture of both Public Relation and Advertisement activities. The reason for selecting this type of plan is because experts believe that Advertising and PR (Public Relation) activities can take businesses to such high places where one alone cannot.
The mass media, Radio and Television, should not be used. The reason for not using these media is because it is extremely expensive and should never be used unless the target market is the entire population. Since, this business serves only a particular market; hence advertising on mass medium is wastage of resources. The company should use below the line marketing effort in order to attract people towards the business. In the first stage when the business is still young, the company should offer sales discount and provide free samples to consumers in order to encourage trial purchase. Many businesses fail because they are unable to generate trial purchase and hence consumers are not aware of the product and its benefits. Hence, BTL activities are an extremely important part of the company’s promotion plan. When the sales pick up and the company matures, the focus of advertising should shift from generating trial purchases to inform people about the business and its strengths. This can be done through advertising on bill boards and using specialist magazines in order to make sure that the target market is being tapped effectively. (Armstrong and Keller, 2003) As soon as the company reaches some sort of maturity, the advertising and promotion of the company should also include Public Relations. ...
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