Advertising and Sales Promotions Management - 2750 Words

Advertising and Sales Promotions Management (Term Paper Sample) Content: Executive SummaryThe report details a proposed marketing campaign for CCT hair products based on integrated marketing communication. The overall objective of the campaign is to influence the purchase behavior of the target audience positively and establishing long-lasting relationships between CCT and its consumers. The strategic decisions in question include targeting, creating the message, selecting media, and establishing momentum. The target audience includes informed beauty professionals who value product quality, safety, and reliability alongside the use of natural ingredients. As a result, the proposed message highlights the appealing quality, safety, reliability, and natural ingredients used in CCT products. The media mix to communicate this message entails traditional media that are brand-oriented and emerging media that are behavior-oriented. The brand building media will involve broadcasting and print while the behavior-oriented media will involve the inter net platform. Further, sales promotion will be used to augment the behavior orientation of the online platform. All elements of the promotional mix will contain a consistent message that is customer focussed and aligned to the objectives of the integrated marketing communication campaign. Contents TOC \o "1-3" \h \z \u  HYPERLINK \l "_Toc357091268"
Introduction  PAGEREF _Toc357091268 \h
3 HYPERLINK \l "_Toc357091269"
Objectives and Strategic Decisions  PAGEREF _Toc357091269 \h
3 HYPERLINK \l "_Toc357091270"
Target Audience  PAGEREF _Toc357091270 \h
4 HYPERLINK \l "_Toc357091271"
Promotional Mix  PAGEREF _Toc357091271 \h
4 HYPERLINK \l "_Toc357091272"
Message  PAGEREF _Toc357091272 \h
4 HYPERLINK \l "_Toc357091273"
Message Appeal  PAGEREF _Toc357091273 \h
4 HYPERLINK \l "_Toc357091274"
Media Mix  PAGEREF _Toc357091274 \h
5 HYPERLINK \l "_Toc357091275"
Coverage  PAGEREF _Toc357091275 \h
5 HYPERLINK \l "_Toc357091276"
Broadcast Media  PAGEREF _Toc357091276 \h
6 HYPERLINK \l "_Toc357091277"
Print Media  PAGEREF _Toc357091277 \h
6 HYPERLINK \l "_Toc357091278"
Support Media: Internet-based  PAGEREF _Toc357091278 \h
6 HYPERLINK \l "_Toc357091279"
Sales Promotion  PAGEREF _Toc357091279 \h
7 HYPERLINK \l "_Toc357091280"
Techniques to be Used  PAGEREF _Toc357091280 \h
7 HYPERLINK \l "_Toc357091281"
Conclusion  PAGEREF _Toc357091281 \h
7 HYPERLINK \l "_Toc357091282"
References  PAGEREF _Toc357091282 \h
8 IntroductionMarketing in the 21st century not only entails traditional strategies and media, but must also take account of emerging media and changes in paradigm from a product focus to a consumer focus. Firms require well laid out plans combining the strengths of available advertising and promotional avenues and offsetting weaknesses to target a given market, leading to the rise of integrated marketing communication. Kitchen and Burgmann (2010, p. 2 ) defines integrated marketing communication as an approach that values comprehensive planning, focussing on the strategic role of various communication disciplines to provide message clarity, consistency, and maximum impact of communication. In integrated marketing communication, the process is audience-focussed, channel-centered, and results-driven. This approach to marketing communication will be useful in enabling CCT establish presence with its beauty products in the market. The current discussion explores various aspects of integrated marketing communication for CCTs hair products. The study presents the objectives of CCTs marketing campaign and identifies the target audience. A discussion of the promotional mix to support the proposed advertising strategy the follows, analyzing the message, message appeal, media mix, coverage, broadcast media, print media, support media, sales promotion, and techniques to be used.Objectives and Strategic DecisionsThe proposed marketing campai gn will have an overall aim of positively influencing the behavior of the target audience, driving the audience to purchase CCTs hair products, and establishing longevity in the relationship between CCT and its consumers. In this case, the target audience entails professionals in the beauty market and third party professionals. This aligns with the focus of integrated marketing communication on target audiences to action, rather than merely building brand awareness and enhancing consumer attitudes as happens in traditional marketing communication (Keller 2010, pp. 819-820). The objectives supporting the achievement of the overall aim are as follows.To design a message that will appeal to and drive the target audience toward a purchase decision.To establish an appropriate and effective promotional mix consisting of broadcast, print, and support media alongside sales promotion.To propose the techniques for executing the proposed marketing strategy.To ensure that the marketing campaign achieves a long-term relationship between the firm and the target consumers.The proposed marketing campaign will entail a number of strategic decisions on the part of the manager in charge of the campaign. In this case, the main strategic decisions concern aspects such as product positioning, targeting, creating the message, selecting media, and establishing momentum (Christensen, Firat, Torp 2008, pp. 423-425). According to Kalafatis, Tsogas, Blankson (2000, p. 416), positioning represents the key feature or image that the product has in the target audiences collective mind. Closely related and interdependent, targeting allows the campaign to deliver the message precisely, preventing wastage of coverage to non-targeted audiences. In this case, the positioning of the CCT hair products will focus on their high quality and safety for beauty professionals. The campaign will be targeted at professional beauticians in urban and suburban settings that are inclined to the digital world a nd still use traditional media. The steps of establishing the target audience and marketing message, selecting media, and establishing momentum constitute the next sections of the discussion.Target AudienceThe market for hair products entails purchasers for use at home and professional beauticians whose business relies on cosmetic products. Given that beauty professionals play a crucial role in influencing the purchase behavior of their clients (at-home users), CCTs target audience primarily consists of such beauty professionals. Integrated marketing communication entails a shift from product focus to consumer focus, where marketing concentrates on an outside-in approach in all aspects of communication (Kitchen Burgmann 2010, p. 4). As a result, an analysis of the target audience goes beyond basic demographic and geographic considerations, but also analyzes behavioral and psychographic considerations (Christensen, Torp, Firat 2005, pp. 157-158). In this case, the target audience o f beauty professionals consists of postmodern consumers who practice informed consumerism. They are well aware of what they need in products, which entails high quality and safety standards alongside product reliability for beauty professionals (Kumar, Massie, Dumonceaux, 2006, p. 285). Such beauty professionals are in the driving seat of the natural ingredients revolution in products in the hair, face, and body product categories (Dimitrova, Kaneva, Gallucci 2009, pp. 1155-1158). Further, postmodern consumers not only seek knowledge on the product, but also expect the producer to portray the same standards in quality, safety, and reliability.Promotional MixMessageAccording to Kitchen, Schultz, Kim, Han, and Li (2004), the message of an integrated marketing campaign should be dictated by the brands positioning strategy and aligned with the communication objectives for the designated target audience. In this case, the message should arise from the previous stages of establishing th e marketing campaign, namely objectives, positioning, and targeting. Failure to align with the three strategic decisions results in a message that does not communicate the purpose of the campaign, leaves the brands position ambiguous, and does not target the desirable audience precisely. Further, the aspect of integration means that the message has to be unified in all avenues selected in the media mix. This means that the message has to be the same throughout the promotional mix.The message for the proposed marketing campaign will be that CCTs hair products contain natural ingredients and provide the safety, quality, and reliability that every professional beautician needs. This message aligns with the overall objective of positively influencing consumer behavior, as discussed in the next section of message appeal. Further, the aspects of safety, quality, reliability, and natural ingredients fulfill the positioning and targeting requirements discussed earlier. The image of safety, quality, reliability, and type of ingredients encapsulate the meaning and distinctiveness from competitive brands, which defines CCTs position. The narrow focus on beauticians helps in targeting the message.Message AppealProctor and Kitchen (2002, p. 151-152) describe the concept of a postmodern consumer, which has led to the paradigm change from traditional marketing that is product-focussed and through mass media to integrated marketing that is consumer-focussed and involves emerging media. The postmodern market target exhibits behavior that is informed consumerism, requiring information on what the firm behind the product stands for, what values the product personifies, and what the product does (Christensen, Torp Firat 2005, p. 157). The message in a marketing campaign should align with these... Advertising and Sales Promotions Management - 2750 Words Advertising and Sales Promotions Management (Term Paper Sample) Content: Executive SummaryThe report details a proposed marketing campaign for CCT hair products based on integrated marketing communication. The overall objective of the campaign is to influence the purchase behavior of the target audience positively and establishing long-lasting relationships between CCT and its consumers. The strategic decisions in question include targeting, creating the message, selecting media, and establishing momentum. The target audience includes informed beauty professionals who value product quality, safety, and reliability alongside the use of natural ingredients. As a result, the proposed message highlights the appealing quality, safety, reliability, and natural ingredients used in CCT products. The media mix to communicate this message entails traditional media that are brand-oriented and emerging media that are behavior-oriented. The brand building media will involve broadcasting and print while the behavior-oriented media will involve the inter net platform. Further, sales promotion will be used to augment the behavior orientation of the online platform. All elements of the promotional mix will contain a consistent message that is customer focussed and aligned to the objectives of the integrated marketing communication campaign. Contents TOC \o "1-3" \h \z \u  HYPERLINK \l "_Toc357091268"
Introduction  PAGEREF _Toc357091268 \h
3 HYPERLINK \l "_Toc357091269"
Objectives and Strategic Decisions  PAGEREF _Toc357091269 \h
3 HYPERLINK \l "_Toc357091270"
Target Audience  PAGEREF _Toc357091270 \h
4 HYPERLINK \l "_Toc357091271"
Promotional Mix  PAGEREF _Toc357091271 \h
4 HYPERLINK \l "_Toc357091272"
Message  PAGEREF _Toc357091272 \h
4 HYPERLINK \l "_Toc357091273"
Message Appeal  PAGEREF _Toc357091273 \h
4 HYPERLINK \l "_Toc357091274"
Media Mix  PAGEREF _Toc357091274 \h
5 HYPERLINK \l "_Toc357091275"
Coverage  PAGEREF _Toc357091275 \h
5 HYPERLINK \l "_Toc357091276"
Broadcast Media  PAGEREF _Toc357091276 \h
6 HYPERLINK \l "_Toc357091277"
Print Media  PAGEREF _Toc357091277 \h
6 HYPERLINK \l "_Toc357091278"
Support Media: Internet-based  PAGEREF _Toc357091278 \h
6 HYPERLINK \l "_Toc357091279"
Sales Promotion  PAGEREF _Toc357091279 \h
7 HYPERLINK \l "_Toc357091280"
Techniques to be Used  PAGEREF _Toc357091280 \h
7 HYPERLINK \l "_Toc357091281"
Conclusion  PAGEREF _Toc357091281 \h
7 HYPERLINK \l "_Toc357091282"
References  PAGEREF _Toc357091282 \h
8 IntroductionMarketing in the 21st century not only entails traditional strategies and media, but must also take account of emerging media and changes in paradigm from a product focus to a consumer focus. Firms require well laid out plans combining the strengths of available advertising and promotional avenues and offsetting weaknesses to target a given market, leading to the rise of integrated marketing communication. Kitchen and Burgmann (2010, p. 2 ) defines integrated marketing communication as an approach that values comprehensive planning, focussing on the strategic role of various communication disciplines to provide message clarity, consistency, and maximum impact of communication. In integrated marketing communication, the process is audience-focussed, channel-centered, and results-driven. This approach to marketing communication will be useful in enabling CCT establish presence with its beauty products in the market. The current discussion explores various aspects of integrated marketing communication for CCTs hair products. The study presents the objectives of CCTs marketing campaign and identifies the target audience. A discussion of the promotional mix to support the proposed advertising strategy the follows, analyzing the message, message appeal, media mix, coverage, broadcast media, print media, support media, sales promotion, and techniques to be used.Objectives and Strategic DecisionsThe proposed marketing campai gn will have an overall aim of positively influencing the behavior of the target audience, driving the audience to purchase CCTs hair products, and establishing longevity in the relationship between CCT and its consumers. In this case, the target audience entails professionals in the beauty market and third party professionals. This aligns with the focus of integrated marketing communication on target audiences to action, rather than merely building brand awareness and enhancing consumer attitudes as happens in traditional marketing communication (Keller 2010, pp. 819-820). The objectives supporting the achievement of the overall aim are as follows.To design a message that will appeal to and drive the target audience toward a purchase decision.To establish an appropriate and effective promotional mix consisting of broadcast, print, and support media alongside sales promotion.To propose the techniques for executing the proposed marketing strategy.To ensure that the marketing campaign achieves a long-term relationship between the firm and the target consumers.The proposed marketing campaign will entail a number of strategic decisions on the part of the manager in charge of the campaign. In this case, the main strategic decisions concern aspects such as product positioning, targeting, creating the message, selecting media, and establishing momentum (Christensen, Firat, Torp 2008, pp. 423-425). According to Kalafatis, Tsogas, Blankson (2000, p. 416), positioning represents the key feature or image that the product has in the target audiences collective mind. Closely related and interdependent, targeting allows the campaign to deliver the message precisely, preventing wastage of coverage to non-targeted audiences. In this case, the positioning of the CCT hair products will focus on their high quality and safety for beauty professionals. The campaign will be targeted at professional beauticians in urban and suburban settings that are inclined to the digital world a nd still use traditional media. The steps of establishing the target audience and marketing message, selecting media, and establishing momentum constitute the next sections of the discussion.Target AudienceThe market for hair products entails purchasers for use at home and professional beauticians whose business relies on cosmetic products. Given that beauty professionals play a crucial role in influencing the purchase behavior of their clients (at-home users), CCTs target audience primarily consists of such beauty professionals. Integrated marketing communication entails a shift from product focus to consumer focus, where marketing concentrates on an outside-in approach in all aspects of communication (Kitchen Burgmann 2010, p. 4). As a result, an analysis of the target audience goes beyond basic demographic and geographic considerations, but also analyzes behavioral and psychographic considerations (Christensen, Torp, Firat 2005, pp. 157-158). In this case, the target audience o f beauty professionals consists of postmodern consumers who practice informed consumerism. They are well aware of what they need in products, which entails high quality and safety standards alongside product reliability for beauty professionals (Kumar, Massie, Dumonceaux, 2006, p. 285). Such beauty professionals are in the driving seat of the natural ingredients revolution in products in the hair, face, and body product categories (Dimitrova, Kaneva, Gallucci 2009, pp. 1155-1158). Further, postmodern consumers not only seek knowledge on the product, but also expect the producer to portray the same standards in quality, safety, and reliability.Promotional MixMessageAccording to Kitchen, Schultz, Kim, Han, and Li (2004), the message of an integrated marketing campaign should be dictated by the brands positioning strategy and aligned with the communication objectives for the designated target audience. In this case, the message should arise from the previous stages of establishing th e marketing campaign, namely objectives, positioning, and targeting. Failure to align with the three strategic decisions results in a message that does not communicate the purpose of the campaign, leaves the brands position ambiguous, and does not target the desirable audience precisely. Further, the aspect of integration means that the message has to be unified in all avenues selected in the media mix. This means that the message has to be the same throughout the promotional mix.The message for the proposed marketing campaign will be that CCTs hair products contain natural ingredients and provide the safety, quality, and reliability that every professional beautician needs. This message aligns with the overall objective of positively influencing consumer behavior, as discussed in the next section of message appeal. Further, the aspects of safety, quality, reliability, and natural ingredients fulfill the positioning and targeting requirements discussed earlier. The image of safety, quality, reliability, and type of ingredients encapsulate the meaning and distinctiveness from competitive brands, which defines CCTs position. The narrow focus on beauticians helps in targeting the message.Message AppealProctor and Kitchen (2002, p. 151-152) describe the concept of a postmodern consumer, which has led to the paradigm change from traditional marketing that is product-focussed and through mass media to integrated marketing that is consumer-focussed and involves emerging media. The postmodern market target exhibits behavior that is informed consumerism, requiring information on what the firm behind the product stands for, what values the product personifies, and what the product does (Christensen, Torp Firat 2005, p. 157). The message in a marketing campaign should align with these...