Sales Promotion Planning & Objectives
           

         














   We often find that there is no consensus amongst marketers as to the differences
    between marketing, advertising and sales promotion objectives, due to a lack
    of universally accepted clear cut terminology. For promotion planning purposes,
    SPS uses the definitions noted below.

    Promotion marketing has traditionally been used to address specific, tactical objectives.
    In today’s competitive market, SPS places an emphasis on integration of promotional
    activities with marketing objectives and strategies.  SPS can prepare a Strategic
    Promotion Plan for your brands. We develop promotional strategies, concepts and
    tactics that are consistent with the brand’s marketing objectives and equity. We
    believe that strategic promotions must add value to the brand, and deliver an
    integrated consumer message.

    Marketing Objectives
   ●    Specific goals to be achieved by the brand in such broad areas as factory shipments,
        dollar sales revenue, consumer off-take, market share or profits.
   ●    The achievement of these objectives depends not on just one marketing mix element
         (e.g. sales promotion), but on the total interrelationship of all marketing variables (e.g.
         distribution, pricing, personal selling, advertising, etc.)
   ●    Examples:
          ▪   Increase brand Z’s market share from X% to Y% within one year
          ▪   Improve brand Z’s profit margin from X% to Y% in the next six months

    Advertising objectives
   ●    Specific communication effects to be achieved with advertising messages
   ●    Advertising objectives mainly involve measures of awareness or comprehension of a
         sales message being communicated.
   ●    They do not typically involve behavioural changes (e.g. generate a sale), as
         advertising is only one part of the total marketing and promotion mix which affects
         consumer
   ●    Examples:
          ▪   Make 50% of the target audience aware of the new flavour of brand Z within a
              3-month time frame

    Sales Promotion Objectives
   ●    Unlike advertising, where the specific behavioural effects are difficult to measure,
        sales promotion is immediate.
   ●    Hence, sales promotion objectives are defined in terms of some specific change that
        will occur in the marketplace.
   ●    Examples:
          ▪   Get 20% of the target market of competitive brand X user to try Z within the first
              3 months.
          ▪   Get 40% of current brand z users to move to heavy use (from X to Y packs per
              month) within 6 months.
          ▪   Expand All Commodity Distribution for brand Z from X% to Y% in Large
              Independent Food Stores within 1 year.

    FREE PROMOTIONAL MARKETING TOOLS

   To help you with your next assignment, take a look at our Promotional Marketing Tools,
   available upon request.  Click on the TOOLS button. 

     ●    Strategic Promotion Planning Guide

     ●    A Short Cut to a Promotion Brief Guide 

     ●    Six Steps to Promotion Planning Guide

    Contact SPS through the TOOLS or CONTACT buttons or call 1-877-885-0989

    © 2008 Sales Promotion Services Inc.