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Marketing 440 Advanced Advertising & Promotion. Promotion Plan Outline & Presentation Hints. Promotion Plan Outline. Letter of Transmittal Executive Summary Company and Product(s) Background

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marketing 440 advanced advertising promotion

Marketing 440Advanced Advertising & Promotion

Promotion Plan Outline

&

Presentation Hints

promotion plan outline
Promotion Plan Outline
  • Letter of Transmittal
  • Executive Summary
  • Company and Product(s) Background
  • SWOT Analysis (highlights of economic, industry, market share and consumer trends, competitive analysis, etc.)
  • Campaign Objectives ($ and unit sales, new customers, awareness, etc.)
  • Target Market Profile (demographic, lifestyle, problems/needs, and interests Supported with research. Include “a day in the life” scenario.)
  • Positioning Statement (including proof/support)
  • Creative Execution (ad roughs for all selected media)
  • Media Plan (media mix, schedule, GRP’s, etc.)
  • Sales Promotion Plan (consumer and/or trade)
  • Public Relations and Publicity Plans
  • Budget Recap (by month; all activities)
  • Planning Calendar
presentation hints
Presentation Hints
  • You’re “SELLING.”
    • So You Must Have Confidence and Enthusiasm
  • Therefore, you must Rehearse, Rehearse, Rehearse
    • Timing and coordination
    • Identify weaknesses in people, content, and equipment
    • Hide your weakest presenters in plain sight
presentation hints1
Presentation Hints
  • Presentation Stages
    • Introduction: “Tell them what you’re going to tell them.”
      • Agenda and team member intros.
      • Tease them.
        • Focus in on what the audience cares about.
        • Know your hook. Make an offer they can’t refuse
    • The Body: “Tell them”
      • Talk. Don’t read.
      • Coordinate talking and slides
      • Use bullet-point slides. Not crowded.
    • The Close: “Tell them what you told them.”
      • Summarize the highlights of the entire presentation
      • Ask for the order. Tell them what to do next
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