The Promotional Timetable

Planning and developing a promotional campaign will take many months. This is because there are so many activities that need to be considered and organized. For this activity, assume that you worked for a TV manufacturer – they are launching a new TV product – how long would it take you complete the each of the following tasks?

(Note: Assume you are in a team of three people and are utilizing an advertising agency as well and you can work on more than one task at a time.)

 

ACTIVITY/TASK

Launch Task

Month 1

Month 2

Month 3

Month 4

Month 5

Month 6
General Planning            
  • Identify target market
            
  • Set objectives for the promotion
            
  • Determine budget (and get approval)
            
Working with the Advertising Agency            
  • Brief advertising agency on requirements
            
  • Select a product name
            
  • Approve creative (the concepts for the ads/IMC tools)
            
  • Get ads/IMC tools produced
            
  • Decide on which media and level of budget for each
            
Sales Force and Trade Promotion            
  • Organize a ‘launch’ show to major retailers
            
  • Prepare in-store (POP) displays
            
  • Establish trade and sales force incentive commissions
            
  • Prepare list of key selling points for sales team
            
  • Train sales team
            
Corporate Communications            
  • Prepare media release/s
            
  • Prepare brochure/s
            
  • Update corporate web site
            
Product Augmentation            
  • Work out warranty and conditions
            
  • Determine and ‘extra value’ for the product
            

 

 

QUESTIONS

  1. Outline your project plan, as per the above tasks.
  2. How long would it take to prepare and implement the entire campaign?
  3. If a firm wanted to speed up the implementation of the campaign, which of the above tasks could be omitted from the plan?