Review of Marketing Plan- Objectives, role of advertising & promotions, Competitive analysis, assess environmental influences.
Analysis of Promotional Program Situation-
Internal Analysis
Promotional dept. orgzn.
Firm’s ability to implement
promotional program
Agency evaluation &
selection
Review of previous program
results
External Analysis
Consumer behavior analysis
Market segmentation
target marketing
Market positioning
Analysis of Promotional Program Situation-
Internal Analysis
Promotional dept. orgzn.
Firm’s ability to implement
promotional program
Agency evaluation &
selection
Review of previous program
results
External Analysis
Consumer behavior analysis
Market segmentation
target marketing
Market positioning