Setting promotional objectives

…In the four Ps model, promotion is where you communicate to the customer to get…them to understand something, and ultimately to get them to do something.…To create effective promotional programs, follow these steps.…First, determine the objectives of the program.…Second, select the message you want to communicate.…Next, select the target audience to receive the message.…Then, you select the media that will carry the message.…

And finally, create the material that you send to the market.…In this video, I'll describe step one.…How to determine the objectives of your promotional effort.…There are five communication objectives that you can try to achieve.…Think of them as levels of awareness.…First is called basic awareness.…Customers need to know that your product or…service exists, before they can even consider buying it.…Basic awareness is achieved when the customer simply recognizes your product or…service when they see it or hear it mentioned.…

Basic awareness is essential for…new products or for new features on existing products.…