Assignment: To develop a promotion plan for your product in the country you selected. · Essentially, you will be describing the promotional objectives, strategies, and tactics. In addition you will consider the overall communication message that is suited to the local culture. o Include a a description of your product and name the country. o Include a description of your target audience, using the four bases for segmentation. You will need to quantify the total size of your target audience. For example, if your geographic basis is a particular city, your demographic is women, ages X – Y, research and record the statistic. This is necessary in order to state your promotional objectives. More on this in the lecture and PowerPoint. o List the types of promotion – select at least four (4) of the promotional ‘tools’ – e.g., advertising, sales promotion, direct marketing, public relations, social media, etc. o Write the objectives and describe the strategies and tactics. o Determine the type of media to be used, e.g., electronic (TV, radio, Internet, social media), print (magazine, newspaper), etc. Provide a rationale for your choice of media. o Determine global choices with respect to promotional messages § Recommend new copy for foreign markets in host country’s language? § Translate the original copy into target language? § Leave some or all of the copy elements in home-country language? · Consult the textbook, the Chapter lecture and the PowerPoint on writing promotional objectives and strategies. For the PowerPoint, click here · Note: Remember to cite your sources, using the APA style. Note: You should not need to cite the PowerPoint because, for one, it would not be retrievable by others and, two, it is simply a tool or guide for this assignment. · Note: There is a sample plan posted here. It is an excerpt from a former student, whose permission I have to share it with you. However, this sample plan was the culmination of two courses. It has been edited to shorten its length to illustrate the promotional tools. It doesn’t use the APA style (as you will do). o The main reason for showing you this sample is to illustrate how to outline the chosen promotional tools and how to write the objectives, strategies, and tactics. In addition, this sample plan does not address some of the global choices with respect to promotional messages. The point is that your assignment will look exactly the same as this sample plan. o Again, please view the PowerPoint to learn how to write measurable objectives and how to differentiate between strategies and tactics. Click here.
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