Join Drew Boyd for an in-depth discussion in this video Setting promotional objectives, part of Marketing Foundations.
…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.…
Author
Drew Boyd
Released
9/20/2014You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
- Define marketing in an organization.
- Explain the planning process.
- Determine the scope of a marketing plan.
- Research competition and analyze products.
- Describe how to segment and target customers.
- Explain the 4Ps model.
- Understand and design distribution channels.
- Measure Key Performance Indicators.
Skill Level Beginner
Duration
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Introduction
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Welcome1m 20s
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Understanding Marketing's Role
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Marketing in an organization3m 32s
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Assembling the team3m 32s
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Creating the marketing plan2m 56s
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Analyzing Your Business
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Researching the competition3m 49s
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Analyzing your products3m 19s
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Analyzing your customers3m 47s
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Analyzing the buying process4m 28s
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Analyzing your market4m 15s
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Developing Your Strategy
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Segmenting your customers4m 23s
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Targeting your customers3m 55s
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Positioning your message4m 46s
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Setting goals3m 20s
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Developing the Tactical Phase
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Understanding the 4Ps model2m 50s
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Setting prices4m 11s
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Communicating price3m 5s
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Integrating all four Ps3m 49s
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Aligning the Organization
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Educating the sales team3m 27s
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Guiding vendors and agencies3m 19s
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Launching and Measuring Your Plan
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Budgeting3m 7s
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Conclusion
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Mastering marketing thinking3m 16s
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Next steps4m 14s
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Video: Setting promotional objectives