pt

Published on June 2016 | Categories: Documents | Downloads: 78 | Comments: 0 | Views: 688
of 18
Download PDF   Embed   Report

Comments

Content

Advertising plays an important role in the launch of a new product. To build momentum at the launch, the advertising strategy should focus on raising awareness of the product and creating leads for the sales force and marketing team to follow up. Research into consumer response to product concepts and messages provides a basis for developing advertising creative themes. The advertising strategy should also indicate how advertising will integrate with other elements of the launch program.

How to Develop Advertising Strategies for the Promotion of New Products X

Ian Linton Based in the United Kingdom, Ian Linton has been a professional writer since 1990. His articles on marketing, technology and distance running have appeared in magazines such as “Marketing” and “Runner's World.” Linton has also authored more than 20 published books and is a copywriter for global companies. He holds a Bachelor of Arts in history and economics from Bristol University. By Ian Linton, eHow Contributor

Use advertising to generate awareness for a new product launch. Advertising plays an important role in the launch of a new product. To build momentum at the launch, the advertising strategy should focus on raising awareness of the product and creating leads for the sales force and marketing team to follow up. Research into consumer response to product concepts and messages provides a basis for developing advertising creative themes. The advertising strategy should also indicate how advertising will integrate with other elements of the launch program. Other People Are Reading



How to Plan a Sales Promotion

• • • • •

Promoting a Product

Print this article

Instructions

1.
o

1 Set objectives for the launch advertising campaign. Important launch objectives include raising awareness of the new product among existing customers and new prospects, generating a specified number of leads for the sales force, encouraging retailers to stock the product and generating a specified number of inquiries or orders for the new product.

o

2 Identify the target audience for the new product. For business-to-business products, ask the sales force to provide details of purchasing, technical and business executives responsible for buying decisions in existing customer and prospect companies. For consumer products, carry out market research to identify prospects by factors such as age, location, income and lifestyle. Include advertising aimed at distributors and retailers to ensure that products are available in retail outlets in time for the launch.

o

Sponsored Links


Brain Training Games Improve memory with scientifically designed brain exercises. www.lumosity.com

o

3 Select advertising media to reach your chosen target market cost effectively. Evaluate online advertising, as well as conventional media such as newspapers, magazines and trade journals. Ensure that publication dates coincide with your product launch schedule.

o

4

Develop creative themes for the launch campaign. Use concept research to assess consumer response to different creative approaches. According to research firm Power Decisions Group, "concept testing is both a research, and a creative concept development activity." During concept research, a panel of consumers views different products and advertisement concepts, and the researcher monitors their responses. Use the creative theme that gets the best response to develop launch advertisements.
o

5 Integrate advertising with other launch activities to improve campaign effectiveness. Use telemarketing and direct mail to increase contact with customers and prospects who respond to an advertisement. Include a link that takes respondents directly to a special website that features the new product and encourages visitors to place an order.

o

6 Include a mechanism for measuring the effectiveness of the launch advertising campaign. Relate the metrics to the launch objectives by measuring factors such as number of inquiries, value of sales to existing customers and new accounts, or number of sales leads.

Sponsored Links


Outdoor Advtsing Softwarewww.csadata.com A complete software solution for Outdoor Advertising companies



theBTCNetworktheBTCNetwork.com The most Advanced Bitcoin Advertising Platform Join Now



Marketing to age 21-35?www.gtrconsulting.com

The gTrend Young Adult Report gives insight into the tech-laden mindset


Marketing - Sales Servicewww.capgemini-consulting.com Discover our digital marketing and social media solutions today !

Related Searches:
• • • • •

Business Strategy Promotion Strategy Business Promotion Marketing Strategy Business Plan Strategy

References


Power Decisions Group: Concept Testing

Read more: How to Develop Advertising Strategies for the Promotion of New Products | eHow.com http://www.ehow.com/how_8411004_develop-strategies-promotion-newproducts.html#ixzz1vc9pnPO3

1. eHow 2. Business 3. Business Sales 4. Sales Promotion 5. How to Switch Customer Brands X

How to Switch Cricket Phones Must See: Slide Shows



How to Switch Between Spaces on a Mac



How to Create Custom Light Switch Covers

How to Switch Customer Brands X

Leigh Nichol Since 2003 Leigh Nichol has written for various publications including "The Sussex Countian" and "Horseman & Fair World." She was head of marketing and public relations for Winbak Farm and attended the University of Georgia for both her bachelor's and master's degrees in public relations. Nichol has her United States Trotting Association Trainers license and is considered a professional by the United States Equestrian Federation.

By Leigh Nichol, eHow Contributor , last updated June 22, 2011

Having a plan for your marketing will help. Consumers are more likely to purchase brands that they recognize. When a consumer purchases a brand, she begins to build a trust with that brand and become loyal but may rethink that loyalty if there is difficulty finding the product, impolite service, rising prices or change of original product. Competing companies can employ tactics to induce consumers to switch to their brands. Other People Are Reading



How to Switch Cricket Phones

• • • • •

How to Switch Between Spaces on a Mac

Print this article

Instructions

1.
o

1 Plan a meeting with the retailers that carry your product. Construct a plan with your retailers on how to keep your product in stock, in all varieties, at all times. Make your product always a viable option if a competitor's brand is out of stock.

o

2 Talk with your retailers and organize promotions in their stores. These promotions need to be visible to consumers, with well-spoken representatives available. A chance to try your product may convince a customer to change brands.

o

Sponsored Links


Brain Training Games Improve memory with scientifically designed brain exercises. www.lumosity.com

o

3 Evaluate the quality of your product and service as much as possible by using a third party. A third party will be able to evaluate without having a biased opinion. High-quality products and service are reasons consumers switch brands.

o

4 Target your existing market and research how to branch out from these existing clients. Keeping the existing consumers loyal, by word of mouth

and observation, you will inherit new customers. Keep a detailed marketing database to use for marketing and sales.
o

5 Buy leads to send advertising to. The leads need to be within your target market so you do not waste money sending something to someone who has no interest. Leads include alumni lists and professional organization rosters.

o

6 Find a cause for your company and product to support. Advertise your company's social responsibility every chance you get. Cone Inc. Research Report of 2007 found that 87 percent of consumers say they'll switch brands if the company supports a good cause.

o

7 Partner with another business or organization that complements your business. Your business can influence your clientele to work with the partnering business, and your partner can influence their customer base to rely on you. Be sure to pick a business with a good reputation and client base.

Sponsored Links


Online Tenders Kenyawww.OnlineTenders.co.ke Latest Tenders and Business Leads in Kenya, Uganda and Tanzania



Brand Thinkingwww.dmabranding.com New branding techniques for you - DY Works, award winning branding



Learn About Lean Thinkingwww.LeanConsultingAssociates.com

Use the Lean way to stimulate your business to grow sales and profits.


Cambridge, Ontariowww.cambridge.ca A great place to grow your business Expand your business in Cambridge!

Related Searches:
• • • • •

Customer Service Support Customer Loyalty Microsoft Customer Service Brand Marketing Customer Sales

References


ICCDS: Why Consumers Switch Brands

Read more: How to Switch Customer Brands | eHow.com http://www.ehow.com/how_8629842_switch-customer-brands.html#ixzz1vcB3cYiD

dvertising and sales promotions both impact revenue, but sales promotions are more directly intended to do so quickly. Advertising is essentially in an investment in building up the value of a company's brand to improve long-term profitability. Sales promotions are price-induced, short-term messages intended to drive immediate revenue. Read more: The Impact of Advertising & Sales Promotion in Revenue | eHow.com http://www.ehow.com/info_10037305_impact-advertising-sales-promotionrevenue.html#ixzz1vcBk0nqK

Advertising as an Investment


Accountants consider advertising an expense like any other that shows up on a company's profit and loss statement. However, marketing and advertising professionals realize advertising is an investment in your company for which return on investment is an important consideration. This is the argument of radio sales consultant Spike Santee in his July 2011 article "Advertising Is Not an Investment." He compares avoiding the "expense" of advertising as similar to avoiding the "expense" of insurance. Advertising conveys brand messages intended to increase consumer willingness to pay for your products. Advertising is typically more focused on long-term effect versus revenue generation.



Sponsored Links

Read more: The Impact of Advertising & Sales Promotion in Revenue | eHow.com http://www.ehow.com/info_10037305_impact-advertising-sales-promotionrevenue.html#ixzz1vcC0g55w

1. eHow 2. Business 3. Business Sales 4. Sales Promotion 5. How to Cut Advertising, Sales and Travel Budgets X

How Much Does a Job in Radio Sales Pay? Must See: Slide Shows



How to Advertise Your Direct Sales Business on a Budget



How to Negotiate the Cost of TV Advertising

How to Cut Advertising, Sales and Travel Budgets X

Amber Keefer Amber Keefer has more than 25 years of experience working in the fields of human services and health care administration. Writing professionally since 1997, she has written articles covering health, fitness and women's issues published in "Family Digest Magazine," "Chicago Parent" and "Woman's Touch." Keefer holds a B.A. from

Bloomsburg University of Pennsylvania and an M.B.A. in health care management from Baker College. By Amber Keefer, eHow Contributor , last updated July 08, 2011

When the economy is slow, businesses have to cut back on budget items. Cutbacks are common when the economy gets tough. A company may cut costs in one area to allow it more money to spend in another. You can reduce expenses and trim dollars off your company's budget in the areas of advertising, sales and travel. When sales are down, even large companies need to be more frugal. Keith McFarland, author of "The Breakthrough Company," advises companies to cut any expenses that are not involved in the 20 percent of the business activities that produce 80 percent of the revenues from its operations. Other People Are Reading



How Much Does a Job in Radio Sales Pay?



How to Advertise Your Direct Sales Business on a Budget

• • • •

Print this article

Instructions Advertising
o

1 Discontinue the types of advertising media that aren't bringing in the customers, but continue to advertise consistently. To stay on budget, you may have to reduce the number of days per week or weeks per month that you advertise. Negotiate lower pricing in return for the promise of running regular ads. Even if you cut back, you may still get a discount if you contract for a certain amount of advertising.

o

2 Choose the media type that is most likely to reach your target market. Consider whether that particular form of advertising is the best to attract potential customers to your business. Advertise items that tend to be popular with your customers.

o

Sponsored Links


US$800 cars on sale Cheap Japanese used cars for exporting and sales. www.ExportJapaneseCar.com

o

3

Take advantage of advertising discounts that some types of media offer. You may also get a discount if you are willing to pay for your advertising in cash.
o

4 Use social media as part of your marketing strategy. A vast number of potential consumers use social media networks. Social media are universally accessible, presenting you with additional opportunities to increase awareness of your company and the products or services you offer. Creating a profile on most leading social networking sites is free.

Sales
o

5 Focus on retaining your current customer base. This can be cheaper than looking for new business. Advertising campaigns directed at reaching more people may not necessarily bring you more customers. Consider rewarding loyal customers with discounts.

o

6 Look for low-cost suppliers or try to negotiate better terms with current suppliers. Get regular quotes from several different distributors. A current supplier's competitor may offer you a better deal.

o

7 Keep inventory to a minimum. Buy only as much as you can afford. You can always reorder an item or purchase a different product to sell. Refrain from taking loans with interest to buy excess inventory.

Travel
o

8

Booking connecting flights can often be less expensive than flying direct, although it will take you longer to make the trip. Another option is to book a cheaper flight to a city near your destination. Travel the remainder of the trip by public transportation. Find a bus line that charges reasonable rates for travel between major cities. Most bus companies offer free Internet access, allowing you to work while en route.
o

9 Save on cab costs by using free shuttle services. Most large airports provide free shuttle service to and from the hotel where you are staying.

o

10 Make the most of free refreshments, snacks and social events available during the breaks at conferences. If the hotel where you are staying offers a free continental breakfast, fill up before you start your day.

Sponsored Links


Outdoor Advtsing Softwarewww.csadata.com A complete software solution for Outdoor Advertising companies



Results-focused DRTVwww.reynoldsbusbylee.com Advice on DRTV in UK and Europe including inbound telemarketing



Japanese Vehicles on Salewww.exportjapanesecar.com/us Import Japanese used vehicles Cheap Used cars sale over 500 cars!



Five Figure Online Incomewww.trafficwave.net Join The Matrix Buster, I Will Pay To Get You Started!

Related Searches:
• • • • •

Business Travel Travel Company Family Travel Business Travel Expense Business Travel Flights

References
• • •

"Inc."; Seven Smart Ways to Trim Your Company's Budget; February 2009 "Inc.": Advertising Budget C and M Marketing and Communications; Top 4 Budget-Cutting-Edge Advertising Tips; Lisa Moscarelli Wisdom Talks: Five Tips to Be a Winner During Recession Vesta Digital; How to Cut Your Marketing Budget and Increase Sales; Andrea Watts; March 2011 Open Forum; Eight Ways to Cut Business Travel Costs; Mike Michalowicz; April 2011

• •



Read more: How to Cut Advertising, Sales and Travel Budgets | eHow.com http://www.ehow.com/how_8708581_cut-advertising-sales-travelbudgets.html#ixzz1vcCpVgV3

HISTORY OF ADVERTISEMENT Archaeologists have found evidence of advertising dating back to the 3000s BC, amongthe Babylonians. One of the first known methods of advertising was the

outdoor display, usuallyan eye-catching sign painted on the wall of a building. Archaeologists have uncovered manys u c h s i g n s , n o t a b l y i n t h e r u i n s o f a n c i e n t R o m e a n d P o m p e i i . A n o u t d o o r a d v e r t i s e m e n t excavated in Rome offers property for rent, and one found painted on a wall in Pompeii calls theattention of travelers to a tave

Sponsor Documents

Or use your account on DocShare.tips

Hide

Forgot your password?

Or register your new account on DocShare.tips

Hide

Lost your password? Please enter your email address. You will receive a link to create a new password.

Back to log-in

Close