1. Budgeting for Promotional Strategy
1.1. Promotional budgets may differ not only in amount but also in composition
1.2. percentage of sales method
1.2.1. The most common way of establishing promotional budgets
1.2.2. the percentage can be based on sales either from previous year or the current year
1.2.3. fixed-sum-per-unit method
1.2.3.1. It allocates a predetermined amount to each sales or production unit
1.3. meeting competition method
1.4. task objective method
1.4.1. Develops a promotional budget based on a sound evaluation of the firm's promotional objectives
2. direct marketing
2.1. Benefits
2.1.1. Help increase store traffic
2.1.2. Opens new international markets of unprecedented size
2.1.3. Promotes goals beyond creating product awareness
2.1.4. Databases as an important tool to narrow market segment
2.2. Direct Marketing Communication Channels
2.2.1. Direct mails such as brochures and catalogs
2.2.2. Telecommunications initiated by companies or customers
2.2.3. Television and radio through special offers, infomercials, or shopping channels
2.2.4. Internet via e-mail and electronic messaging
2.2.5. Print media such as newspapers and magazines
2.2.6. Specialized channels such as electronic kiosks
3. promotion
3.1. Provide information
3.1.1. Traditional function of informing the market about the firm's product and services.
3.2. Increase demand
3.2.1. Aimed at increasing primary demand which is promoting benefits of general product category such as laptops and computer.
3.2.2. More promotions however, aims to increase selective demand which involves benefits of a specific brand such as Asus ROG gaming laptops and Acer Predator gaming laptops
3.3. Differentiate a product
3.3.1. Occurs when a consumer regards the same product category different from firm to firm such as Darlie Teeth Whitening and Colgate® Optic White
3.4. Accentuate product value
3.4.1. Promotion explains the value of a product and therefore accentuating its value and justifying a higher price in marketplace
3.5. Stabilize sales
3.5.1. Sales in a typical firm is not uniform and can be stabilized by doing promotions in certain events to increase sales. (e.g. discounts are given during Hari Raya)