CHAPTER 12 
                Promotion, Advertising, and 
                 Sales Promotion Strategies
            Promotion Strategy
            Advertising Strategy
            Sales Promotion Strategy
         McGraw-Hill/Irwin                                         Copyright © 2009 by The McGraw-Hill Companies, 
                                           Inc. All rights reserved.
              PROMOTION STRATEGY
    The Composition of Promotion Strategy
    Developing Promotion Strategy
    Communications Objectives
    Deciding the Role of the Promotion Components
    Determining the Promotion Budget
    Promotion Component Strategies
    Integrating and Implementing the Promotion Strategy
    Effectiveness of Promotion Strategy
                                                          12-3
                 Promotion Strategy: 
                 Promotion Strategy: 
         planning, implementing, and
         planning, implementing, and
         controlling an organization’s
         controlling an organization’s
         communications to its customers 
         communications to its customers 
         And other target audiences.
         And other target audiences.
                                                          12-4
    Composition of Promotion Strategy
                        Interactive/Internet 
                             Marketing
      Direct                                       Advertising
    Marketing              Promotion
                          Components 
       Personal                                        Sales
        Selling                                      Promotion
                               Public
                             Relations
                                                                   12-5
        U. S. Annual Expenditures (billions)
              $600
                                       Sales Promotion
                                       Personal Selling
              $400
                                       Advertising
              $200
                     0
                                                               12-6