Agriculture Reference
In-Depth Information
Developing a promotion strategy typically involves the following steps:
1.
Identify the target audience
: In general, the target audience falls within the target
market. But, the target audience for a specifi c promotional effort could be any number
of different groups, including specifi c groups of prospects, a group of
key infl uencers
(people who have some infl uence on the purchase decision, but don't actually make the
decision), or a group of former customers the fi rm wants back. The target audience
determines what the promotional strategy will say, and how, when and where to say it
to most effectively reach that specifi c segment.
2.
Determine the communications objective
: Here the fi rm decides the action they want to
encourage as a result of the communication. This desired action may be an immediate
purchase, it may be to remind the customers of something, or it could be to change a
non-customer's attitude. This step is clearly related to the product adoption model
described earlier. The fi rm would have a different objective for customers in the aware-
ness stage as compared to customers in the adoption stage.
3.
Design the message
: Here, the marketer creates a message consistent with the
communications objective. Ideally, the message will get the audience's attention and
elicit the desired action. This is a truly creative phase of the market communications
process.
4.
Select the communication channel
: There are a variety of channels available to the agri-
business marketer and these are discussed below. In this step of the process, the mar-
keter decides which of these channels to use. In most cases, a variety of channels are
employed. For example, a promotional campaign for a new breakfast cereal might
involve television advertising, coupons in the print media and online, a dynamic and
informative website, personal sales calls to food retailers, and in-store merchandising
support such as signs and display racks.
5.
Manage the implementation of the program
: This step involves allocating the promo-
tional budget to the various activities, coordinating the market communications process,
and measuring the results of the process. While heavily centered on management activ-
ities, this is a fundamentally important part of any successful market communications
effort.
Virtually any marketing communications strategy, no matter how large or small, will go
through these steps either formally or informally. Now, the key market communications
channels will be discussed.
Advertising
Advertising
is mass communication with potential customers, usually through public
communications media such as television, radio, newspapers, magazines, or the Internet.
Some advertising is
institutional
or
generic advertising
, or intended not to promote
a particular product but rather to build goodwill for the total company or industry.
Most advertising is
product advertising
, designed to promote a specifi c product, service, or
idea.
Advertising performs several important functions. First, it creates awareness about the
product, which facilitates personal selling efforts. In some cases, public exposure through
communications media lends a degree of credibility to the product. Psychologically, a poten-
tial customer comes to feel that a nationally advertised product must be worth considering.
