Describe publicity and public relations.
A. Communications strategies, tactics, and other components should be integrated for
B. Integrated communications may involve advertising, promotions, personal selling,
database marketing, direct marketing, alternative marketing, e-active marketing, and public
C. Your integrated communications should reinforce your brand and your unique selling
II. Conduct promotional planning and budgeting.
A. Promotional planning determines the best opportunities for quality, and effective
B. All parts of your organization should be involved.
C. Complete a promotions opportunity analysis to create a promotion strategy.
D. Establish communications objectives.
E. Create a promotional budget to accomplish the objectives.
III. Understand advertising and advertising management.
A. Advertising objectives include:
1. Building brand and image
2. Providing information
4. Stimulating action
5. Reinforcing a purchasing decision
6. Determine if and when to use an advertising agency or freelancer.
7. Take advantage of assistance from media companies, trade associations, and suppliers
8. Decide which advertising will be institutional and which will be product advertising
IV. Identify and evaluate media options.
A. The customers' interests and benefits should be the focus of media decisions.
B. Develop a media strategy and schedule tied to the overall marketing strategy
C. Work with a media planner and buyer or internally to assess your options based upon an
analysis of anticipated media effectiveness.
D. Broadcast media include television and radio.
E. Print media include newspapers, magazines, and directories.
F. Outdoor advertising primarily consists of billboards.
G. Internet advertising is a key part of e-active advertising.
H. Plan measurement into your media decisions.
I. Collateral materials should reinforce the company's competitive advantage.
Discuss sales promotion.
A. Encourage customers to buy more frequently through promotional tools.
B. It is best to use promotional tools for highly targeted, time-limited increases in response.