Developing a strategic marketing plan should include the appropriate place and promotional strategy to ensure that what goes on behind the scenes positively impacts the view the consumer has on the product for long-term sustainability. A keen awareness of the marketplace and customer need is essential to ensuring the appropriate amount of advertising is conducted to distribute product. Having a sound marketing strategy in place ensures that marketing objectives are achieved cost effectively. Advertising, publicity, and sales promotion are activities designed to promote and persuasively influence people to buy a company’s product or service. Promotional strategy should be devised in a manner that is reflective of promotional objectives and are measurable. Careful evaluation of goals, cost of promotion compared to benefits, and what promotions are working or not working should be considered. When deciding what form of advertising is best to promote a product, an assessment should be made of advantages and disadvantages of each method to ensure promotion and cost effectiveness. Pro Medical Source promotion budget allows for the focus on multiple mediums for advertising as part of the promotional strategy best suited for promotion and cost effectiveness. The use of a sales promotion schedule by Pro Medical Source is essential to increase sales and brand awareness for Company. Through strategically planned sales and incentives, consumers will be enticed to try the product offered and ensure current customers remain loyal to the brand. Promotional activities offered such as discount coupons to potential park visitors and others in the target market is important to incorporate into the sales promotion schedule. Having a sales promotional calendar to reference allows for management to properly measure previous sales promotions effectiveness and plan accordingly for expected future schedules to impact the organization in a positive... [continues]
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