Jul 072012
 

After setting the overall promotional budget, the next task is to allocate it across various media options.  In this activity, you need to allocate the overall promotional budget (of 100 points, for a three month campaign) to help support the launch of a new computer game console (that is, in competition with Sony PlayStation and Xbox).

 (Note: The budget has been shown as points – not dollars – to help simplify the calculations for students in class).

 

ACTIVITY/TASK

IMC TOOL

POINTS

IMC TOOL POINTS
Advertising

 

Sales Promotion  
Prime time TV

15+

Cash-back offer

10

Daytime TV

2+

Enter the draw competition

5

Late night TV

2+

Free software offer

3

Infomercial TV

2+

Discount

10

Pay TV

2+

Discount on other products

3

Radio

5+

Free gift

7

National paper

7+

Donation to charity

2

Local paper

3+

Shop-a-docket coupon

3

National magazines

7+

 

 

Specialist magazines

4+

Direct Marketing

 

Billboards

5+

Direct mail – single

5

Mobile billboards

2+

Direct mail – multiple

10

Taxis/Buses

4+

Email offer

2

Bus shelters

3+

Outbound telemarketing

15

Cinemas

1+

Letterbox drops

5

Supermarket trolleys

1+

 

 

Pop-up internet ads

1+

 

 

Sponsored internet spots

1+

 

 

Yellow pages

3

 

 

Use a Celebrity Endorser

10+

Corporate Communications

 

 

 

Media releases

2

Trade Promotion

 

Media conference

4

Posters

5

Brochure

5

Staff T-shirts/hats

2

Web site information

2

Balloons/stickers/magnets

2

Launch party

2

POP Displays

5

Publicity stunt

5

In-store sausage sizzle

3

Information seminar

5

Extra commissions

5

Sponsorships

5+

Discount to store

10

Product placement

10

Prizes for big sellers

4

Shopping bags

2

Note: + = ongoing/monthly

 

QUESTIONS

  1. How would you allocate your 100 point spend across the three-month campaign?
  2. What were the main promotional tools that you utilized?
  3. What was the timing emphasis of your promotional campaign (early/late/steady spend)?
  4. How does your campaign compare to those of your fellow students?
  5. If you hand a significant increase in promotional budget, what other promotional tools might should also consider?

 

Sorry, the comment form is closed at this time.