Lecture15战役管理课件.ppt

Sales Promotion Campaign Planning  MKT3150-3151 Advertising & Sales Promotion Week 15 Lecture Topics Basic approaches to SP planning Co-marketing SP Planning (starting point) Promotional Drivers Campaign Planning essentials Budget/Timing/Communication/Logistics/Legalities SP agencies, videos, case studies, etc. Useful web links and references Next week... Basic Approaches ?Push strategies—are primarily designed to secure the cooperation of channel intermediaries via trade promotions (B2B) ?Pull strategies— are designed to attract customers and increase demand for the product via consumer advertising and consumer sales promotions (B2C) Co-Marketing Retailers are becoming more powerful Most major manufacturers have moved to co-marketing, which is a partnership approach to the development of customer promotional efforts — Duncan (2005) page 512 ? Think of a sales promotion activity as ‘sales accelerator’ Starting Point for SP Planning /1 You are confident that SP are appropriate in terms of your overall communications objectives (trial, loyalty, etc.) You know your brand well You understand that SP is really about ‘shaping’ human behaviour ? “who do I want to do what?” Starting Point for SP Planning /2 You understand the need to measure SP effectiveness/success (via KPIs – Key Performance Indicators) You are prepared to use ‘out of the box’ creativity and thinking processes You have access to imaginative and resourceful SP suppliers Promotional Drivers NEW! and novel! (far more effective) Immediacy (avoid delayed benefits) Barriers to entry (free DVD – but you must write to us first with a self-addressed envelope...) Slippage (buy 10 coffees – get one free...) Appropriateness (offer cash, more product, a reward such as a trip, etc.) Now Think About CW2 Campaign Planning Essentials Budget Timing Communication Logistics Legalities Budget Based on one of these factors: What we spent last year A % of annual sales (based