INTEGRATED PROMOTIONAL STRATEGY

Integrated Promotional Techniques and Strategy

Table of Contents

TASK 13

Marketing Promotion Techniques3

Integrated Promotional Strategy3

1.1Primary Techniques of Below-the-Line Promotional Campaigns4

Explanation5

Sponsorship5

Loyalty Schemes7

Application by Organizations8

1.2Other techniques of Below-the-Line Promotional Campaigns9

Explanation10

Exhibitions10

Word of Mouth11

Application by Organizations12

Appropriate Evaluation Measures13

Conclusion13

TASK 213

2.1Integrated Promotional Plan Budget13

Percentage of Sales14

Competitive Parity Model14

2.2Integrated Promotional Planning Framework14

Model Application of Planning Framework15

2.3Integrated Promotional Strategy16

Above-the-Line Techniques16

Below-the-Line Techniques17

2.4Marketing Campaign Evaluation17

Conclusion17

TASK 318

3.1Current Ethical Issue18

3.2Being Ethical yet Effective19

3.3Code of Ethics20

Components of Code of Ethics20

Sample Ethical Code20

Conclusion22

TASK 422

Darlington Town Centre22

Integrated Promotional Plan23

Conclusion25

Integrated Promotional Techniques and Strategy

Task 1

Marketing Promotion Techniques

Marketing communication techniques are divided into two main types based on the cost budgets allotted and the associated level of personal interaction with the customers. The types are Above-the-Line and Below-the-Line Promotion Techniques and any marketing plan and budget includes items related to the two, such as:

Above-the-Line Promotional tools and techniques relying on reaching a mass audience. These usually use marketing tools such as radio, television advertisements and print media etc. which reach major chunks of the population.

Below-the-Line Promotional tools and techniques on the other hand are defined as those which offer personal and direct communication with the target audience on a more focused and niche level. It includes usage of promotional tools such as taste panels, in-store discounts, display counters, and in-store printed material etc. (Kingpin Intelligence, 2009, p. 1).

Integrated Promotional Strategy

An Integrated Promotional Strategy refers to the synergistic effects created by consistency in the messages delivered through two or more marketing communication tools (Navarro et al., 2009, p. 223). The different promotional techniques discussed below are used in a synergistic mix in order to communicate to consumers from multiple sources regarding a unified message. This helps marketers in ensuring that their message is delivered to their appropriate audiences effectively.

1.1Primary Techniques of Below-the-Line Promotional Campaigns

The key techniques of Below-the-Line Promotional Campaigns would include the following:

Loyalty Schemes

These include rewarding those customers who frequently buy from the firm or show loyalty towards the brand. Examples of this would include Point & Reward Cards.

Sponsorship

Sponsorship also known as cause marketing or event marketing is a form of advertisement wherein a firm pays money to have its brand associated with certain events in order to gain popularity among the audience (Hillstrom & Hillstrom, 2002, p. 259)

Direct Marketing

It is an activity directed at marketing products directly to the final customers and to catch them when they are off the guard. The customers are contacted through direct mails, calls or interactive and unique post cards etc.

Packaging

Consumers have a greater tendency to pick and buy a product which has an attractive, well designed and colourful packaging. Therefore, many firms focus on the level of attraction provided by the packaged product.

Explanation

Sponsorship

As defined by Hillstrom & Hillstrom (2002), sponsorship refers to the Below-the-Line Promotional Campaign run by an Organization to associate its brand with certain events and gain popularity by it (p. 259). Further characteristics of Sponsorship are:

Role

The central role of Sponsorship is to generate goodwill for a company, which is a natural reaction of a consumer to support an activity of which he/she approves (Hillstrom & Hillstrom, 2002, ...