New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

The Promotional Plan

by: Clara Kerrone

The Promotional Plan MKTG 477

Clara Kerrone
GPA 3.3
Promotion Management
Dr. Darrel Muehling

Almost Ready


These notes were just uploaded, and will be ready to view shortly.

Purchase these notes here, or revisit this page.

Either way, we'll remind you when they're ready :)

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

Lecture notes of the topic "The Promotional Plan" all steps plus examples
Promotion Management
Dr. Darrel Muehling
Class Notes
25 ?




Popular in Promotion Management

Popular in Marketing

This 4 page Class Notes was uploaded by Clara Kerrone on Sunday March 1, 2015. The Class Notes belongs to MKTG 477 at Washington State University taught by Dr. Darrel Muehling in Fall. Since its upload, it has received 217 views. For similar materials see Promotion Management in Marketing at Washington State University.


Reviews for The Promotional Plan


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 03/01/15
The Promotional Plan Monday February 23 2015 1012 AM 10pt Q for exam 2 Give me a heading for each component of the promo plan outline and a 12 sentence description of what is in that section THE PROMOTIONAL PLAN OUTLINE l Executive Summary a Abstract of the entire plan b Sometimes the exec summary could be 1015 pages in length not just a short paragraph The entire plan could be up to 200 pages the summary is just a review of it c Stand alone document could be the only thing that the client seesreads d NOT just an introduction l Situation analysis a Research that the agency does to allow it to gain insights about all the other parts of the plan that they are going to be Creative media decisions budget etc are all decided from this a This is the ad agency doing its homework before starting i Companyproduct history past advertisements and campaigns how much money was spent on those campaigns and quothistoryquot of company when started who etc ii Product evaluation iii Consumer evaluation what does the consumer like and dislike iv Competitive evaluation who are our competitors v Other forcestrends l Marketing Goals a Marketing Tell me your target market and 4Ps Strategy Done by clientcompany Aspects of product where sold pricing etc Promotional Advertising sales promotion PR Strategy personaldirect selling Done by agencyadvertiser Budget a Detailed description of where the money is going to be going a Can be the rst thing some people look at b What are the 3 biggest expenditures for advertisers for developingexecuting a promotional strategy Media Ad productioncreativity and research Creative recommendations a Advertising Objectives what do we hope to achieve with advertising Change an attitude get people to come test drive refer me to someone else etc b Creative strategy and Executions not on exam 2 how are you going to execute it Ads on tv youtube What does it look like The words pictures sounds images etc Media recommendations a Media objectives reach how many people and frequencyhow often i How will we literaly reach our target market Where and how much a Media strategiesplans how the media objectives will be met Other promotional mix recommendations a Sales promotion more corporate money spent on this than advertising b Public relations c Directpersonal selling Evaluation a Effectiveness measures b Propose how the plans goals and objectives can be measured and assessed for effectiveness c How exactly will we be able to determine if our objectives were met Summary and conclusion a Not the abstract or full edged analysis just a synopsis of the entire plan b Opportunity to pitch the account The Process of setting promotional objectives Research marketplace product customers If you were a local store owner and were working on the oor you39re collecting data You can see who comes in your store what they like and don t like etc Research doesn t have to be quotofficialquot it can be constantly and routinely collected without even realizing it a WSU can collect data on date rape GPA before and during college dorm living etc Establish benchmarks current conditions for a variety of things a Telling Pres Floyd that 13 of freshman will be sexually assualted their freshman year tell him the GPA is 32 to get into the business school etc I Decide on a focal point what do you want to accomplish and focus on a Based on the info you ve been given decide to focus on something speci c Focus on sexual assault decide to make info yers to try and spread knowledge I Write establish your promotional objective do you just want to make people aware of the stats of sexual assault most of the promotional objectives have nothing to do with sales they are to change beliefs attitudes encourage behaviors etc 1 Create the ad with the objective in mind the ad should attempt to achieve the objective 2 Assess whether the ad has met its objective Why set promotional objectives Requires management at various levels of the organization to agree apon a course of action Objectives guide a number of other aspects of the promotional plan 0 Budget directly correlated with objective Wanting to go from 1030 awareness compared to 1090 awareness of an issue is going to cost completely different amounts 0 Creativereaching creatively the words pics and sounds lf objective is to increase brand awareness than DON T create an ad that barely shows the brand at all The brand name should be front and center constantly show people in the ad if the reach is product user etc Change brand attitude of consumer o Mediareaching literally where the consumer will see hear be exposed to the ad Identify who the target market is and place the ad accordingly lf reaching kids do a kids tv show commercial lf reaching a health junkie maybe a health network or magazine Provide standards from which results can be measured Objectives tell us where we are now where we are going and how we know whether or not we got there If you don t set a promotional objective any creative execution would appear to be potentially effective even though it isn t If you know this is what you want to accomplish you can accurately evaluate your idea A good promotional objective should include the following Benchmark starting point current status quanti ed o A level of awareness of a brand being ratio etc Goal ending point quanti ed and coinciding with the benchmark o If we start with a of brand name awareness the goal would be to change the level to Target market de ned who is it that you are hoping to in uence with your promotion Demo Psych Geo Behav 0 There should be no uncertainty on who exactly you are trying to in uence Time Period when do you hope to achieve your goal bullet 2 remember that this is being written by the agency for the advertiser This is the agency saying I am liable until normally 6 months to a year to obtain our objective Give a speci c date start time time period and end time 1 Measurement technique how will the benchmark and goal be measured and quanti ed


Buy Material

Are you sure you want to buy this material for

25 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."

Allison Fischer University of Alabama

"I signed up to be an Elite Notetaker with 2 of my sorority sisters this semester. We just posted our notes weekly and were each making over $600 per month. I LOVE StudySoup!"

Bentley McCaw University of Florida

"I was shooting for a perfect 4.0 GPA this semester. Having StudySoup as a study aid was critical to helping me achieve my goal...and I nailed it!"


"Their 'Elite Notetakers' are making over $1,200/month in sales by creating high quality content that helps their classmates in a time of need."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.