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Promotion & Advertising Strategy

In: Business and Management

Submitted By jeffblaze
Words 3162
Pages 13
MKT 334: ADVERTISING & PROMOTIONAL STRATEGY

Payless ShoeSource Inc.

Professor: Dr. Gabriel Ogunmokun

University of the Virgin Islands

November 7, 2012

Group Members:

Kasieam Webster

Keyan Roberts

Vinecia Sutton

Jeffrey Berry, Jr.

Table of Contents QUESTION 1 2 Promotional Strategy 2 Payless Segmentation 2 Payless Targeting 3 Payless Marketing Communication 3 Payless Advertising – Our mass media approach to promotion & advertising 3 Payless Sales Promotion – Our price / money related communications 4 Payless Publicity & Public Relations - Using the Press to Our advantage 5 Payless Personal Selling – Our one - one communication with Consumers 5 Payless Direct Marketing - Taking our message directly to the consumer 5 Payless Digital Marketing – Our new channels of reaching consumers 5 Payless Positioning & Messaging 6 QUESTION 2 7 1. Advertising Target 7 2. Advertising Objectives 7 a. Increasing Sales and Profits 7 b. Reminder Advertising 8 c. Follow-Up 8 3. Advertising Budget 9 4. Advertising Message 9 5. Media Plan 10 6. Advertisements 11 a. TV Ads 11 b. Website 12 c. Radio Ads 12 d. Newspaper Ads 13 7. Proposed Evaluation (Pre-Test & Post-Testing) 14

QUESTION 1
Promotional Strategy
This is element of a firm's decision-making concerned with choosing the most appropriate mix of advertising, sales promotion, personal selling and publicity for communication with its target market. In order to develop a promotional strategy deciding on a marketing communications strategy is one primary role of the marketing manager and this process involves some key decisions about who the customer is, how to contact the consumers, and what the message being delivered to the customers should be. Another primary role is the decision on who will be the target market…...

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