A Model Of The Promotional Planning Process

Review of marketing plan : Examination of overall marketing plan and objectives

Situation Analysis :
Internal Analysis
Ability of the firm to implement promotional program
Organization of the promotional department
Corporate and brand image analysis
Results of previous promotional programs
Product evaluation
External Analysis
Consumer analysis
Competitive analysis
Assessment of environmental factors

Communications Objectives :
Establishment of communications goals and objectives

Budget Determination :
Set tentative budget
Allocation of tentative budget

Develop promotional mix strategies :
Advetising:
Set advertising objectives
Determine advertising budget
Develop message strategy
Develop media strategy
Sales promotions :
Set sales promotion objectives
Determination of sales promotions budget
Development of sales promotions strategies
Public Relations/ Publicity :
Set PR/Publicity objectives
Determine PR/Publicity budget
Develop PR/Publicity functions
Personal Selling :
Set personal selling objectives
Determine personal selling budget
Develop selling roles and responsibilities

Implementation of promotional program :
Create and produce ads
Purchase media time, space and so on
Develop and distribute sales promotional material
Develop news releases, arrange fund raising events and so on

Monitor, evaluate, and control the promotional program :
Evaluation of promotional program for results/effectiveness
Take measures to control and adjust promotional strategy