Promotion Strategy

International Strategic marketing. P. Moonen, May. Contents Lecture. Promotion strategy. Promotional strategy. Does the product fulfill equally perceived needs  equal message possible. Steps in promotional strategy. Determine target group(s).

Does the product fulfill equally perceived needs  equal message possible? Different product attributes needed (alterations in product)  other message? Phase in the PLC (knowledge transfer, emotional appeal, action generation) How to distinguish yourself from your competitors? Which communication channel(s) to use: advertising, sales promotions, DM, personal selling (locals necessary?), sponsoring, PR, free publicity, telemarketing.