| A | B |
|---|
| promotional plan | A written, detailed description of how the 4 elements of promotion- advertising, sales promotion, publicity, and personal selling will be used. |
| Steps in the development of the promotional plan | 1) identify the target customers 2) Set promotional goals 3) Develop a promotional Budget 4) Select the promotional mix 5) Measure the results |
| Identify the target customers | The Promotional Plan should identify which specific targeted group is the focus of each stage of the plan. |
| Set promotional goals | Specific goals for each part of the promotional plan should be set. The goals should be measurable. |
| Develop a promotional budget | The budget must be tied to the promotional goals. A common way to determine an overall promotional budget is to define the tasks needed to achieve the goals, estimate the costs of the tasks, and compare the costs to available funds. |
| Gross Rating Points (GRP) | Multiplying the reach by the frequency, expressed as a percentage, provides the estimated potential audience. |
| cost- per - thousand (CPM) | The cost effectiveness of a specific media is evaluated based on the cost of each exposure to an ad divided by its reach in thousands. |
| Promotional Mix | The blending of the promotional elements of advertising, sales promotion, publicity, and personal selling |
| Select the promotional Mix | This should be selected based upon the targeted customers, the advertising campaign goals, and the budget. |
| quantitative measurement | Provides information in terms of numbers or percentages. |
| loyal users | People who open an app at least 3 times in 30 days. |
| Measure the results | Once a business has implemented a promotional plan, sales data collected before, during and after the promotional efforts will show the change in sales. |
| Qualitative measurement | Is subjective and depends on interpretation. It might, for example, assess the app user's opinion of the apps features. |
| New and innovative marketing approaches to stay up on promotional trends | 1) Being aware of the changes that take place in the world, specifically those affecting the target market. 2) Reading and listening to multiple sources of information on a consistent basis, including things like blogs, newspapers, magazines, and advertising journals. 3) Being open to the ideas and viewpoints of others. 4) Attending conferences or training opportunities. |
| Pre-Ads | Brief ads that give you a preview of the real ads. They are a way to build up suspense and make sure viewers watch a TV ad in the future. |
