Strategies for Advertising and Promotions

Name: Strategies for Advertising and Promotions
Author: Sallie Middlebrook

Explore different advertising and promotions strategies and learn how they can fit into your marketing campaign.

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Course: On-Demand

(upbeat music) The following lessons will explore how marketing professionals determine their unique campaign needs by examining product life cycles and target markets, you'll learn about different popular strategies for advertising and promotions, how to decide which strategies are the most appropriate for your organization, and how to fit those strategies into your overall marketing plan. Before attempting to design new and improved advertising and promotional strategies, marketing professionals should define their intended target market, decide which products to offer that target market, and develop key marketing messages based on the target market and the product life cycle. For any promotional strategy to be successful, it must raise awareness among prospective buyers. Before developing any advertising or promotional campaign strategies, it's best to thoroughly understand the needs and size of your target market. Large target markets may need greater levels of advertising and promotions while small target markets may need less. Identifying these features will help you determine the needs of your campaign. Before creating an advertising or promotional campaign, marketing professionals must also develop a solid understanding of the product's marketing needs. To determine these advertising and promotional needs, you must look at where the product or service is in its life cycle. The following are the stages of development in a product life cycle. Launch, expansion, reorganization, maturation, and decline. Each stage of the life cycle requires different strategies for advertising and promotion. During the launch stage, marketing professionals need to put the greatest number of resources into the marketing budget. Launching a product in the market requires a significant amount of advertising and promotional efforts. During the maturation stage, many products have a well established presence in the market. Once an organization's products reach this stage of the life cycle, they will need lower levels of marketing expenditures. Products in the maturation stage often have loyal customers and don't need as much advertising or promotion to maintain consistent sales. Once a product reaches the decline stage of its life cycle, marketing managers will need to increase advertisements and promotions to improve sales. At this stage, a well-designed advertising or promotional campaign could be exactly what a product or service needs to bounce back from a decrease in sales. When determining the needs of your marketing campaign, it's also important to analyze your environment. If your organization operates in a competitive market, you may need to spend heavily on marketing efforts. Reaching out to more prospective customers with advertising and promotional messages could improve or enhance product sales. By increasing your budget for advertising and promotions, you could gain a competitive edge. If your organization seems to have little or no competition, and your product is selling well, you may be tempted to reduce your spending on marketing efforts. Because competition can arise out of nowhere, it's always a good idea to invest in advertising or promotion. Doing so can strengthen your organization's market position and protect against competition.

Intermediate Provider : Sallie Middlebrook 6 Lessons · 21m in Arabic, German, English, Spanish, French, Portuguese, Urdu, Chinese

Course Description

Before implementing any advertising or promotional campaigns, marketing professionals must determine their organization’s unique campaign needs. You can begin to identify these needs by fully understanding your target audience and determining the lifecycle stage of your products or services. Different target markets will likely have different needs, and different lifecycle stages often call for different strategies. When you work to understand these features, you can adopt the most effective strategies for your organization’s existing marketing campaign. Through this course, Strategies for Advertising and Promotions, you’ll learn how to determine your campaign needs by looking at the product life cycle and the features of your target market. This course will explore several strategies for advertising and promotional campaigns that can help you increase brand awareness, lead acquisition and generation, and sales. You’ll also learn when to adopt different strategies and how you can effectively fit them into your existing marketing strategy.

What You'll Learn

Determine your campaign needs by examining the product life cycle and your target market
Identify your target audience and the lifecycle stage of your products or services
Explore different advertising campaign strategies and promotional campaign strategies
Adopt appropriate strategies for advertising and promotions
Fit appropriate strategies into your existing marketing plan
Apply strategies to increase brand awareness, lead acquisition and generation, and sales

Key Takeaways

Before implementing advertising or promotional campaigns, marketing professionals must determine their organization's unique campaign needs.
Campaign needs can be identified by understanding the target audience and determining the lifecycle stage of products or services.
Different target markets often have different needs, and different lifecycle stages often call for different strategies.
Advertising and promotional strategies can help increase brand awareness, lead acquisition and generation, and sales.
Knowing when to adopt different strategies allows you to fit them effectively into your existing marketing strategy.

Frequently Asked Questions

Who is this course for?

This course is for marketing professionals who must determine their organization's unique campaign needs before implementing advertising or promotional campaigns.

What does this course cover?

It covers how to determine campaign needs by looking at the product life cycle and target market features, explores several advertising and promotional campaign strategies, and explains when to adopt different strategies and how to fit them into your existing marketing strategy.

What will I be able to do after taking this course?

You will be able to determine your campaign needs, explore different advertising and promotions strategies, and understand how to adopt appropriate strategies for your organization's existing marketing campaign.

What goals can these strategies help achieve?

The strategies covered can help increase brand awareness, lead acquisition and generation, and sales.

What topics are included in the lessons?

Lessons include Determining your Campaign Needs, Advertising Campaign Strategies, Promotional Campaign Strategies, Adopting Appropriate Strategies for Advertising and Promotions, Fitting Appropriate Strategies into your Marketing Plan, and a Test Your Knowledge assessment.