Assignment Title: The 4P’s of marketing – Promotion

Learning Objectives:

●      Branding and marketing communications

●      Advertising and sales

●      Global/international marketing

Description:

This assignment focuses on the following sections of the marketing plan:

Page 5: Marketing Program

• Product Strategy
• Price Strategy
• Promotion Strategy
• Place (Distribution) Strategy

Marketing Program

We will complete the marketing program with a robust promotion section including examples of the promotion.

The information from the last assignment is as follows:The marketing program will follow the 4 P’s of marketing Product Strategy, Price Strategy, Promotion Strategy, Place (Distribution) Strategy. The four P’s of marketing describe how you intend to reach your target market; each target market will have a different mix of the 4ps to effectively sell to. This article is a particularly good explanation and gives you guidelines to complete the assignment.

After you review the article, be sure to watch this video to further explain the concept:  The 4 Ps of the Marketing Mix

Finally, review your open education textbook which has lots of information on this topic.

Promotion Strategy

The method of communication by which the marketer provides information about the product is known as promotion. It included advertisements, personal selling, word of mouth publicity etc.

A promotion strategy is defined by the plan and tactics you implement in your marketing plan, in order to increase the demand for your product or service. Promotion strategies play a vital role in the mix of marketing (product, price, placement & promotion), and they revolve around:

Target audience – who are you selling for and what are their interests

Budget – how much are you willing to invest

Plan of action – what strategy are you adopting in order to reach your purpose and make a profit

There are endless opportunities to promote but with limited (or no) money and time, you must use the information about your target market and attempt to communicate with them as effectively as possible.

Some ideas of promotion are:

●      Contests as a Promotional Strategy. Contests are a frequently used promotional strategy.

●      Social Media Promotion.

●      Mail Order Marketing.

●      Product Giveaways and Samples.

●      Point-of-Sale Promotion and End-Cap Marketing.

●      Customer Referral Incentive Program.

●      Causes and Charity.

●      Branded Promotional Gift.

●      Radio Advertisements and Contests

There are many other ideas that you can develop that are not found on this list.

.Resources: Computer, Internet access.

Technical specifications:

Prepare a paragraph to explain what medium you are using for your business and give researched reasoning for this method. Describe why you believe your target market would respond well to this promotional strategy and why other promotions won’t work.

Mock up the promotional material for your business based upon your recommendation. For example, if you recommend a radio campaign, develop the radio ads using free online tools. If you believe a strong social media presence should be pushed, develop the imagery for the facebook page and mock up the paid advertising. If you recommend flyers to be inserted into the newspaper, create the flyer. There is no one answer for this assignment so no one set of direct instructions can be given. Source the websites and tools that you use to guide you in completing this assignment.

Due Date: Sunday, 1159pm

Marks: 20% rubric

Examples

 

Figure 10: Example of advertising content created

Criteria	Excellent 3 Points	Good 2 Points	Satisfactory 1 Point	Poor 0 Points
Technical Specifications	The project meets all the requirements of the assignment. The promotional campaign is exactly according to the instructions provided.	The project meets the basic requirements. The promotional campaign covers the necessary information asked.	The project meets some of the requirements and needs improvement. The promotional campaign needs improvement.	The project is not complete as per the requirements. The promotional campaign did not follow instructions.
Materials / Content	The student has all of the elements of the marketing plan and can easily answer questions related to the four P’s. The student can easily put together another promotional campaign.	The student has shown many of the elements of the marketing plan and can answer questions related to the 4 P’s. The student can summarize how to create promotional campaigns.	The student has shown little elements of the marketing plan and is able to answer some of the questions. The student can describe most of the procedures involved in creating a promotional campaign.	The student did not create a promotional campaign.
Presentation and creativity	The assignments are clear and easy to read. High quality graphics are used which attract the audience. All the information provided is relevant to the topic. Students have used excellent creativity.	The assignments are clear. Good quality graphics are used which attract the audience. No irrelevant information. The project shows creativity with the use of attracting colors.	The assignments are of good quality. Little irrelevant details.. The student did not make an effort to show any creativity to make the project more attractive.	The assignments did not follow presentation instructions and include irrelevant details. No signs of creativity
Critical Thinking and decision making	The student has used critical thinking and developed a thoughtful promotional campaign.	The student has used some critical thinking and developed a thoughtful promotional campaign.	The student has followed the instructions but shows limited use of critical thinking.	Little to no use of critical thinking.