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In essence, a Promotions Plan entails integrating the marketing communications elements to form an interface between an offer and the customer. Initially, the strategist must decide upon the marketing or branding objectives that the campaign must address. After this has been formulated, budgets need to be set to accommodate planning. Keeping in mind that exposure is the ultimate objective, the campaign might be tailored to include a strategy that may entail reliance upon increasing the selling price, lowering the cost per unit or increasing sales volumes. As a result, differing promotions tools will be utilised.

The integration of your promotional elements such as advertising, direct response, identity & image communication, sponsorships, events and public relations etc, make up some of the tools through which the segment can most effectively be reached. A winning campaign will, though, be based upon accuracy of exposure, correctness of processing, a targeted attainment of appropriateness in regard to the brand’s positioning in the segment, concentration upon the right target audience and knowledge of the likely reach patterns.

Objectives may include making buyers aware of the brand or offering, creating or changing brand attitudes and generally stimulating purchase intention. Today, tools such as the Internet have opened up new options for creativity. New product ideas and delivery formats have blossomed and creativity has captured the minds and purchase intentions of customers that would normally have been remote from the source of the supply channel. This has led to differentiating offerings, creating value for customers and adding profits.