International Strategic marketing. P. Moonen, May. Contents Lecture. Promotion strategy. Promotional strategy. Does the product fulfill equally perceived needs equal message possible. Steps in promotional strategy. Determine target group(s).
Does the product fulfill equally perceived needs equal message possible? Different product attributes needed (alterations in product) other message? Phase in the PLC (knowledge transfer, emotional appeal, action generation) How to distinguish yourself from your competitors? Which communication channel(s) to use: advertising, sales promotions, DM, personal selling (locals necessary?), sponsoring, PR, free publicity, telemarketing.