The document discusses marketing planning and promotion techniques. It covers 7 steps to designing a market survey: 1) Set objectives, 2) Select sample, 3) Choose method, 4) Design questionnaire, 5) Pre-test, 6) Conduct survey, 7) Analyze data. It also explains various advertising techniques like television, print, radio, and outdoor advertising as well as sales promotion methods such as discounts, coupons, gifts and loyalty programs.

1. Chapter 6 Planning & Promotion

2. Planning............... is the process of setting of objectives and writing a marketing plan

7. Think Pair Share Come up with questions that you may want to include in a marketing plan For example PRODUCT : Who should we sell it to? PRICE : How much?

9. STEP 1 : Set Market Survey Objectives What do you want to find out? STEP 2 : Select Survey Sample STEP 3 : Choose Survey Methods STEP 4 : Design the Questionnaire STEP 5 : Pre-Test the Questionnaire STEP 6 : Conduct the Survey STEP 7 : Analyze Data 7 Steps of designing Market Survey

11. STEP 1 : Set Market Survey Objectives STEP 2 : Select Survey Sample Who do you want to survey? STEP 3 : Choose Survey Methods STEP 4 : Design the Questionnaire STEP 5 : Pre-Test the Questionnaire STEP 6 : Conduct the Survey STEP 7 : Analyze Data 7 Steps of designing Market Survey

13. STEP 1 : Set Market Survey Objectives STEP 2 : Select Survey Sample STEP 3 : Choose Survey Methods How do you conduct the survey? STEP 4 : Design the Questionnaire STEP 5 : Pre-Test the Questionnaire STEP 6 : Conduct the Survey STEP 7 : Analyze Data 7 Steps of designing Market Survey

14. Step 3: Choose Survey Method HOW DO YOU CONDUCT THE SURVEY? Internet Survey Postal Survey Telephone Survey Personal Survey Observations

21. STEP 1 : Set Market Survey Objectives STEP 2 : Select Survey Sample STEP 3 : Choose Survey Methods STEP 4 : Design the Questionnaire What do you want to ask? STEP 5 : Pre-Test the Questionnaire STEP 6 : Conduct the Survey STEP 7 : Analyze Data 7 Steps of designing Market Survey

29. STEP 1 : Set Market Survey Objectives STEP 2 : Select Survey Sample STEP 3 : Choose Survey Methods STEP 4 : Design the Questionnaire STEP 5 : Pre-Test the Questionnaire Are the questions suitable? STEP 6 : Conduct the Survey STEP 7 : Analyze Data 7 Steps of designing Market Survey

31. STEP 1 : Set Market Survey Objectives STEP 2 : Select Survey Sample STEP 3 : Choose Survey Methods STEP 4 : Design the Questionnaire STEP 5 : Pre-Test the Questionnaire STEP 6 : Conduct the Survey Ask the question and collect data STEP 7 : Analyze Data 7 Steps of designing Market Survey

33. STEP 1 : Set Market Survey Objectives STEP 2 : Select Survey Sample STEP 3 : Choose Survey Methods STEP 4 : Design the Questionnaire STEP 5 : Pre-Test the Questionnaire STEP 6 : Conduct the Survey STEP 7 : Analyze Data What have you gathered from the data? 7 Steps of designing Market Survey

35. ADVERTISING TECHNIQUES

36. ADVERTISING TECHNIQUES 1. Television advertising (eg: Television commercials) 2. Print advertising (eg: Newspapers & Magazines) 3. Radio advertising (eg: Radio promotions) 4. Cinema advertising (eg: Cinema commercials) 5. Outdoor advertising (eg: Bus posters & banners)

38. 1. TELEVISION ADVERTISING ADVANTAGES:  Watching t.v is a favourite pastime of most Singaporeans. Hence, television advertising can reach large audiences.  A live demonstration allows:  The salesperson giving the demonstration to convince the viewer.  The viewer to buy the product immediately.  Immediate profits to be generated, especially in the case of home shopping (where a viewer can call a number to buy the product over the phone). DISADVANTAGE :  Expensive method of advertising

40. 2. PRINT ADVERTISING ADVANTAGES:  Cheaper than television and cinema advertising.  Reader can keep aside the material (eg: newspaper) and look at it again later. DISADVANTAGE:  Reader might throw away the material (eg: flyer) without reading it.

47. SALES PROMOTION TECHNIQUES

48. SALES PROMOTION TECHNIQUES  Attract customers to buy our products now rather than later.  Customers want to act quickly to receive benefits (eg: free gift) when they buy the product on promotion.  Common sales promotion techniques: 1. Discount coupons. 4. Free Gifts. 2. Price discounts. 5. Product samples. 3. Contests. 6. Loyalty reward programmes (eg: M1 Sunperk rewards)

49. 1. DISCOUNT COUPONS  Advertised in print media (eg: newspapers and magazines).  A section of the print advertisement.  Comes with an expiry date.  Allows the customer to buy the product at a cheaper price.  Customer must cut or tear along the dotted lines to use the coupon.  Customer can claim the discount savings when he presents it to the seller, when paying for the product.  A good method to encourage the customer to buy and try the product.

50. 2. PRICE DISCOUNTS  Advertised in media (eg: newspapers, billboards & bus posters).  Sometimes displayed on store windows.  Allows the customer to buy the product at a cheaper price.  The lower price is often displayed next to the product on sale.  A good method to create an urgency in the customer to buy the product immediately.

51. 3. CONTESTS  Contest forms are given to customers when they buy the product.  Contest forms can also be part of print advertisements in newspapers or magazines.  Contests are a popular form of sales promotion during festive seasons.  Customers compete for prizes by completing contest forms which may require:  Writing a slogan.  Designing a logo  Answering a simple question.

52. 4. FREE GIFTS  Customers get a free gift when they buy products above a certain amount.  E.g scenario : BeautyProducts store was offering a a free bottle of 75ml Estee Lauder perfume for every purchase of Estee Lauder products of at least $150. Mary received a free bottle of perfume when she bought $160 worth of Estee Lauder cosmetics.

55. USE OF INFORMATION & COMMUNICATION TECHNOLOGIES

56. INFORMATION AND COMMUNICATION TECHNOLOGY (ICT)  Uses electronic devices such as:  Computers  Televisions  Telephones  Radios  ICT allows information to be converted, stored, protected, processed, transmitted and retrieved in a secure way.  Eg: Internet Advertising

58. INTERNET ADVERTISING ADVANTAGES:  More interactive than traditional advertising.  The website is often linked to other websites to provide more information to the web user.

62. 4. FLOATING ADVERTISEMENTS  Appear when we first open a webpage.  They float over the page for five to thirty seconds. ADVANTAGES:  Cannot be closed.  Users are forced to view the advertisements. DISADVANTAGES :  Many users find floating advertisements irritating.

63. HOW TO CREATE MATERIAL FOR PRINT ADVERTISING

64. AIDA  Effective print advertisements attract the customers to buy the product .  AIDA model is used as a guide to create effective advertisements.  AIDA : 1) A - Attention. 2) I - Interest 3) D - Desire 4) A - Action

65. 1) A - ATTENTION  The first thing we must do is get the attention of target customers.  We must do 3 things:  Use large and bold letters for the headlines.  e.g: 30% OFF ALL ITEMS!  Use attractive and colourful pictures.  Use popular celebrities (actors/singers) to endorse the product.

66. 2) I - INTEREST  After we get the attention of our customers, we must get them to be interested in the product.  We must do 4 things:  Use humour or something that is funny (e.g: cartoons).  Use attention-grabbing statements.  e.g: HALF-PRICE FOR THE FIRST 100 CUSTOMERS!  Have an unusual layout.  Use persuasive words or phrases.  e.g: ONCE IN A LIFETIME DEAL!

67. 3) D - DESIRE  The advertising message has to convince the customers that they need the product.  We must do 3 things:  Highlight the unique features of the product.  e.g: NO WASHING IS NEEDED!  Highlight the benefits of using the product.  e.g: YOU SEE RESULTS IN 1 DAY!  Appeal to the target customers’ emotional needs.  e.g: NO MORE SPLIT ENDS!

68. 4) A - ACTION  Persuade the customers to take action and buy the product.  We must do 3 things:  Provide a telephone number for customers to call if they want to buy the product.  e.g: CALL 65559890 RIGHT NOW!  List some locations where the product can be bought.  e.g: PRODUCT IS AVAILABLE AT: WATSONS & COLD STORAGE  Offer a gift if the customer buys the product immediately.  e.g: FREE BAG FOR THE FIRST 50 CUSTOMERS!

69. TIPS  An effective print advertisement conveys a clear & precise message.  Useful tips on designing an effective print advertisement:  Use pictures & colours.  Put the important information as the title & main headings.  Use as few words as possible.  Use phrases & key words .  Write in active voice .  Use words that are easily understood .

70. HOW EFFECTIVE ARE THE PROMOTIONAL TECHNIQUES?

72. EVALUATION  Ways of finding out if the promotional campaign is effective:  Compare the sales of the product before the campaign with the sales after the campaign.  If coupons are used, count the number of coupons redeemed by customers.  Conduct a survey to find out how many more customers know about the product after the promotional campaign.