Promotional Mix
Question 1. Outline and briefly describe the six factors or questions needed to be considered when coordinating promoting programs.
In developing and coordinating promoting programs, the programmer or the agency should consider several factors that help to determine the best promotional mix to apply for the agency. Such factors are, who is the target audience, what objectives the promotion wants to achieve, the stage at which the program is based on a product life cycle, the time available for the program or promotion, what the program is all about, and the budget for the program.
In developing the promotional mix, the programmer must take into account what the program is all about. One program will require a unique promotion mix different from another, and some promotional techniques suit some programs better than others. On the question of objectives to be achieved, the programmer should outline what the promotion strategy wants to achieve. It can either be to educate, inform, or persuade the audience. That will determine the appropriate promotion strategy to adopt. The question of the project stage is crucial. Promotional activities are intensified at the early stage of a program, and they keep declining with each stage of the program.
Similarly, the time available to develop the promotion material is also necessary to consider. Short-notice events need urgent promotion strategies like the use of radio and television adverts. Brochures and newsletters are more convenient for programs with substantial duration before falling due. Besides, another question to consider the nature of the program. Some events can be advertised better using graphics than audios. In such a case television adverts would be more appropriate. Lastly, the other factor to consider is the available budget for the promotional activity. Some promotion techniques are costlier compared to others.
Question 2. The promotion strategy or promotional mix appropriate for Campus Recreation: co-ed flag tournament
The Campus Recreation program will apply various promotion strategies to attract more students to the program, in line with its mission of enhancing student morale and promoting campus culture among the students. The key focus is the upcoming co-ed flag tournament to be held in November this year. Therefore, to get students to enroll in the program, the agency will develop a promotion mix that involves publicity, advertising, sales promotion, personal selling, experimental marketing and broadcast media.
The use of publicity as a promotion tool is to persuade the campus population on the importance of campus programs and especially the tournament. It will be aimed at persuading them to register for the competition. Publicity will be done through adverts in the local radios and will run between June and July 2020. Advertising will also be used to promote the event. The adverts will appear in every monthly campus magazine from June to October 2020. The purpose of the adverts is to inform and remind the students of the importance of the tournament. The agency will also employ sales promotion as a strategy. It will recruit volunteers to sell tickets to the campus students. A participant who buys a ticket before August 2020 will receive a free t-shirt for the event. The sale promotion is meant to persuade students to register early enough for the event. It will take place between June and August this year. The other strategy is personal selling, and the same volunteers doing the sales promotion will also perform this task. They will speak to their classmates to register for the tournament. The aim is to remind and persuade the students. That will occur from June to October 2020. Besides, we will employ experimental marketing by creating an impression that the tournament is all about creating memorable experiences.