Promotional strategy

Student teams are tasked with developing a promotional strategy for a new product concept.(NOTE: fields are expandable.)


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  • Creative Brief:This is the starting point for new promotional projects – describes information supplied by the brand manager to the creative team.


  1. IMC Objectives: Specify your brand’s Integrated Marketing Communications (IMC) objectives. (see textbook for details)


  1. Target Market: (from Worksheet #4)


  1. Positioning Statement: (from Worksheet # 4)


  1. Brand Name: (from Worksheet #5)


  1. Brand Personality: (from Worksheet #5)



  • Central Theme: The “big idea” is the unifying concept that will be used in all media for the Integrated Marketing Communications (IMC) campaign. You will develop an advertising “slogan” or tagline to unite your IMC campaign. Examples of famous slogans:


NIKE: Just do it!

COKE: Taste the feeling.

KFC: Finger lickin’ good.

APPLE: Think different.

WALMART: Save money. Live better.

ENERGIZER: Keeps going and going and going.


  1. Brainstorm: The team should brainstorm potential slogans for your new brand:



  1. Slogan: Final choice of advertising slogan. Explain why you chose it.



  • Promotional Mix: Describe in detail the promotional mix used for your product. The promotional mix will generally involve more than one element/tool to reach the target.


  1. Advertising
    1. Internet (social media; search engine pay-per-click advertising; display advertising – banner ads, etc.)
    2. Traditional media (television, newspapers, magazines, radio, out-of-home)


  1. Public Relations
    1. PR Tools (press release, press conference, special events, company reports, social media release)


  1. Consumer Sales Promotions
    1. Online Promotions (user-generated content including blog/social media posts, images, audio, video; augmented reality (AR); matrix 2D barcode)
    2. Traditional Promotions (coupons, contests, point-of-sale materials, etc.)


  1. Direct Response
    1. Offline approaches (direct mail, face-to-face selling, loyalty program)
    2. Online approaches (email campaigns, online display ads, pay-per-click ads)


  1. Event Marketing and Sponsorship


  1. Personal Selling



  • Alternative Marketing Communications Approaches:Word-of-mouth marketing; product placement; other?



  • Push or Pull Strategy: Explain how the company manages the balance between consumer advertising (pull) and trade promotion (push).



  • Competitor Analysis:Briefly describe the promotional strategy of one (1) key competitor. Describe how your communications strategy is different than the competition, and why.





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