Advertising and Promotion

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2. Prepare an integrated promotional strategy for Beryl’s. You should consider the following: * Explain the principle and process of campaign management(4.1) * Combine appropriate techniques into an integrated and cost effective campaign(4.2) * Present promotional recommendations in the form of a promotional plan (4.3) * Suggest appropriate measures for assessing campaign effectiveness (4.4)

Promotional plan is “an outline of the marketing tools, strategies and resources that a company intends to use to promote a product or service. A promotional plan is usually considered a vital planning tool by most business managers that helps contribute toward the successful launch of a new product or service or its expansion into a new market.” Based on the explanation, promotional plan is plan that has been created by a company to promote their product or service. Usually, this plan is used for a company to measure their budget to promote their products. There are 7 step of promotional plan that can be seen in the diagram below.

The first step is analyzing the market. The most common method of analyzing the market is by conducting market research. Among the popular methods of researching the market is observation, survey, interview and by collecting primary data. In order for beryls to success in Malaysian market, the first things that beryls must know are all about the characteristics in Malaysia market. In terms of the Malaysian households earn a monthly income and also the population of people that live in Malaysia so that it will be easier for beryl’s to target their consumers for their products especially for those live in the urban area. All the information can be get using either primary data or secondary data. The following table shows a list of urban areas in Malaysia Rank local government area| Total population| | |

1 Kuala Lumpur| 1,588,750| | |
2| Seberang Perai| 818,197| | |
3| Kajang| 795,522| | |
4| Klang| 744,062| | |
5| Subang Jaya| 708,296| | |
6| Penang Island| 708,127| | |
7| Ipoh| 657,892| | |
8| Petaling Jaya| 613,977| | |
9| Selayang| 542,409| | |
10| Shah Alam| 541,306| | |
11| Johor Bahru Tengah| 529,074| | |
12| Johor Bahru| 1,386,569| | |
13| Malacca City| 484,855| | |
14| Ampang Jaya| 468,961| | |
15| Kota Kinabalu| 452,058| | |
16| Sungai Petani| 443,458| | |
17| Kuantan| 427,515| | |
18| Alor Setar| 405,523| | |
19| Tawau| 397,673| | |
20| Sandakan| 396,290| | |
21| Kuala Terengganu| 337,553| | |
22| Kota Bharu| 314,964| | |
23| Seremban| 314,502| | |
24| Kulim| 281,260| | |
25| Padawan| 273,485| | |
26| Taiping| 245,182| | |
27| Miri| 234,541| | |
28| Kulai| 234,532| | |
29| Kangar| 225,590| | |
30| Kuala Langat| 220,214| | |
31| Kubang Pasu| 214,479| | |
32| Bintulu| 212,994| | |
33| Manjung| 211,113| | |
34| Batu Pahat| 209,461| | |
35| Sepang| 207,354| | |
36| Kuala Selangor| 205,257| | |
37| Muar| 201,148| | |
38| Nilai| 200,988| | |
39| Lahad Datu| 199,830| | |
40| Hulu Selangor| 194,387| | |
41| Kinabatangan| 182,328| | |
42| Pasir Mas| 180,878| | |
43| Penampang| 176,667| .| |
44| Alor Gajah| 173,712| | |
45| Keningau| 173,103| | |
46| Kluang| 167,833| | |
47| Kemaman| 166,750| | |
48| Kuching North| 165,642| | |
49| Sibu| 162,676| | |
50| Kuching South| 159,490| | |

Table above show us the list of urban areas in Malaysia country with its population. This source of data I get from the secondary data that is from Wikipedia. From this data, beryl’s will know which area that they must focus more in the urban area to sell beryl’s chocolate. Urban area tend to be the chosen place because this area...
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