Unit 20 Advertisement and Promotion in Business-Btechnd
LO3.1. Assume that you have recently been promoted to the position of Advertising Manager of a cosmetics company; explain the primary techniques of below-the-line promotion and how you will use them in an integrated promotional strategy for your business
Below the line (BTL) promotion is a marketing strategy that is used by organizations to reach out to their target clients more directly. The various strategies involved are quite within the command of the organization.
The various techniques under the below the line technique can be used together as an integrated promotional strategy. The various methods under the BTL technique include: the loyalty programs, the trade in, the use of promotional pricing, the use of coupons and the use of Door to Door selling. As a Marketing Manager of a cosmetic company, the main intention of the promotion is to boost sales for the company. This therefore calls for a carefully thought out set of combinations from the BTL technique integrated together into an appropriate advertising technique.The various methods under the BTL strategy that can be integrated are as below:
- The use of promotional pricing technique and the coupons.
- The door to door selling and the loyalty program.
- The trade in versus the loyalty program
The promotional pricing and the coupons. The promotional pricing is used to have more clients purchase a particular product. The purchases can be enhanced if the cosmetics company offers coupons to the various clients on the various purchases made.
The door to door selling and the loyalty program. The door to door selling can be used to reach out products to particular target clients. These clients are the particular ones who demonstrate exceptional loyalty to the cosmetic company’s products. The door to door sales strategy.
The trade in versus the loyalty program.He various clients may wish to have their old products replaced with new one. This is the essence of trade in. Trade in normally come with the desire for more of the particular product from the client. It is a typical demonstration if consumer loyalty (Graeff, 2014). The loyalty program can therefore be used in this context as well.
The use of the various BTL techniques in an integrated technique will open more room for better sales in the future. The use of this technique is very important in the understanding of the whole process of the BTL and the various primary techniques involved. The particular use of these various processes in the integrated promotional strategy is very much important as alternative methods.
LO3.2. Evaluate other techniques used in below-the-line promotion
The below the line promotional technique is complicated in some way. This is particularly in relation to the various methods used to meet the same goals of advertising as the other mainstream methods. The various methods under the below the line strategy include: the use of door to door method; the use of trade in; the use of the loyalty programs and promotional pricing method.
The Door to Door Sales Method: this involves the sale of a particular company’s products to the various clients. The clients could be the long-time followers of the brand or new customers. Most of the products sold this way are of the same variety. This method is advantageous because it helps the company retain its clients (Hankinson, 2013). The major undoing of this method is the fact that it is restricted to a small portion of the market.
The Use of Trade in: this entails the retention of the various clients by offering the loyal follower of the brand goods at subsidized prices. The subsidy comes in the form of replacements for the worn out products. The various clients therefore stand a chance of enjoying cheap purchases from the promotions. This is commonly applicable in the electronic media sales promotions.
The Loyalty Programs: the customer loyalty program comes in the form of discounts and free gifts for free purchases. This is an age old method that is applicable in the sales of various products. It is used in virtually all industries to appreciate clients who do frequent purchases in the company.
The Use of Promotional Pricing: this is particularly done at particular periods to raise the levels of sales for a particular organization. This strategy works best in winning new clients for the particular product. It involves the reduction of prices for some duration after which normalcy is regained with the additional fruits of a boost in sales (Tan, 2012).
The Use of Coupons: this is a very familiar method that makes use of the size of particular purchases to reward clients with coupons. The coupons can be redeemed after some time for very decent gifts from the company. It is also another way of enhancing customer loyalty.
All these techniques are used to enhance the levels of sales of product(s) for particular companies. These various strategies are used independently unless in the event of integrated promotional strategy.
LO4.1. State how you would follow an appropriate process for the formulation of a budget for anintegrated promotional strategy
In order to make an appropriate budget for an integrated promotional strategy, planning is very important(Malhotra, 2013). The marketing budget is essential in the operations of an organization because it helps the various managers to have their priorities right. It also helps in the readiness for the future.
Like other budgets, the integrated strategy budget assists in the following:
- Management of resources; management proficiency tests; motivation of the managers etc.
While allocating funds for the various projects, the managers should have the basics of the Integrated Marketing Communication in mind. Some of the key concerns would be:
The tools of promotion:the various components here include trade promotion and the other consumer promotions.
The various integration tools: this now deals with the various aspects of tracking the consumer behaviour. This normally entails the use of particular software like the marketing automation and the web analytics.
The communication tools: the various advertising techniques are included under this. The use of direct marketing and the various social media marketing are applied here.
The brand:this entails the various details about the name of the company, the company logo and other relevant details (Hankinson, 2013).
The particular culture of the corporation: the various products of the entity, the brand name and other capabilities of the organization are in close association.
These basics of Integrated Marketing Communication are the building blocks of the integrated promotional strategy which is very important in the life of a particular business or organization.
LO4.2. Assume that you have recently been appointed the Advertising Manager of a car manufacturing company. Carry out the development of a promotional plan for the new brand of car called “cricket” recently launched by the company
There are loads of considerations to make in the event of marketing a new brand name. As the new Advertising Manager, the process of promoting the new car brand, the “cricket”, would involve the following:
There is a need for proper understanding of the particular clients and their expectations. This will help in the costing and other similar related activities. The particular brand exposure should be done early enough so that the various clients can have sufficient information on the brand.
The massage of the promotion of the “cricket” will need to be relayed in the most concise manner so that the particular target clients make the most of the various adverts.
Another major consideration in the process of the promotion of the new car brand is the use of the online marketing as a marketing strategy. This platform has a very large potential consumer base. The most important detail to recall as a manager is the need to keep the focus of making the “cricket” brand a market leader. Any loss of this focus will yield very detrimental results, no matter the extent of the adverts and promotions (Sirgy, 2012).
The bottom line for the promotion of a new brand involves a series of steps and procedures. First and foremost, conduct a market research of the market. This will help in the understanding of the particular needs in the market and their concerns about the new car brand- the “cricket”.
Have a clear understanding of competition in the market. This is a reality in the market. There are other car dealers who are also competing for the same market slots. As the Advertising Manager, this information will influence the pricing of the car brand so that it remains competitive in the market.
Choose on the particular marketing strategies for the “cricket”. This will give feedback on the various responses of the various clients concerning the reception of the various clients. Use the organizations’ public relations department to review the new car brand. This can be done with the help of the press. His will help in reaching the message fast to the target in the market.
The final stage in the entire process involves the unveiling of the “cricket” brand. This should be well calculated and planned so that by the launch date, all the aspects are ready. The potential clients can have the chance of having to see what the brand is all about.
LO4.3. How would you plan the integration of promotional techniques into the promotional strategy for a chocolate bar?
In the process of planning the promotional techniques into the promotional strategy for the Chocolate Bar, the various components that will assist in the process include a clear and precise knowledge of the Integrated Marketing Communication (IMC) and the need for planning.
The actual planning of promotional technique of the integrated promotions entails the following aspects:
Determine the Possible Cost of the Promotion: this will help the administration plan on the various funds to use in the process. This is a very vital concept to have in the course of the planning for the integrated promotional strategy. This can be easily determined by the use of the percentage method which relies on the past year’s data for the Chocolate Bar.
Choose on the Most Affordable Method: this will determine the particular reception of the various products from the Chocolate Bar. The choice of affordability also determines the levels of the company’s ability to compete effectively in the market.
Competitive Parity: this relates to the particular way in which the various products are kept fairly competitive in the market. This is normally in comparison to other similar competitors in the market (Bage, 2013).
The Objective and Task Method: this entails the understanding of the particular intended objectives of the organization. This is normally followed by the determination of the various activities the integrated promotional strategy will entail.
The above mentioned steps gives an overview of the procedure involved in the process of planning for integrated promotion technique for the Chocolate Bar.
LO4.4. What appropriate techniques would you use for measuring campaign effectiveness?
The use of the various promotion or Advert agencies is very important in the process of increasing the various sales of some products from particular companies. These adverts however, should be critically analysed for their effectiveness in meeting the demands of the particular organization in terms of advertising and sales.
Some of the strategies that can be used to assess the effectiveness of an advertising campaign to a particular company include the following:
- The Measure of Sales: this is the best measure of the effectiveness of an advertising strategy. This strategy has a direct proportionality association to the use of a particular advertising technique.
- The Trial and Error Technique: this method relates to the actual random sampling of various clients at a particular destination like outside the supermarket them just taking a quick sample of those who have bought the particular product of interest. This will give a rough understanding of the role of a promotion or an advert if the area of study was a hotspot for the various adverts.
- The Use of General Public Opinion: this can provide information on a particular product. This can be used to deduce the actual impact of a giver advert on the actual sales. It will all be self-evident in the opinions in the public in relation to the particular product.
The effectiveness of a product promotion influences a lot the levels of sales. A good promotion should have an exponential impact on the various products’ sales. That is when the essence of advertising is felt by the various companies (Hanke, 2013).
Advertising influences the particular way in which the various products from a particular company are sold and count in the overall profitability of the company. It influences the various clients and the online clients specifically.
Bage, I., 2013. Establishing Objectives and Budgeting for the Promotional Program. [Online]
Available at: http://www.slideshare.net/indrajitbage/establishing-objectives-and-budgeting-for-the-promotional-program
[Accessed 20 March 2014].
Belk.R.W, 2013. Possessions and the extended self. Journal of Consumer Research, 15(11), pp. 139-170.
D, A., 2012. Managing Brand Equity. 4th ed. New York: The Free Press.
Graeff, T., 2014. Using Promotional Massages to Manage the Effects of Brand and Self-Image in Brand Evaluations. Journal of Consumer Marketing, 13(3), p. 15.
Hanke, B. C., 2013. Ways to Get the Most Out of the Advert Agency. [Online]
Available at: http://www.inc.com/curt-hanke/how-to-get-the-most-from-your-ad-agency.html
[Accessed 20 March 2014].
Hankinson, G., 2013. Branding in Action. In: P. Cowking, ed. Modern Global Market. London: Pearson Books Limited, p. 117.
Malhotra, N. P. M. a. K. S., 2013. Marketing research: a state-of-the-art review and directions for the twenty -first century. Journal of the Academy of Marketing, 27(2), pp. 160-168.Order Now