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                         Advertising & Promotion

    [] Tools and methods to increase our customers' awareness of our
    product(s).

    [] Your purpose: enhance, promote, and support the fact that your
    products / services XXX.

    [] Remember: Advertising and promotion is an investment, not a cost.

    [] Recommended Reading: Ogilvy On Advertising by David Ogilvy.

(Company) recognizes that the key to success at this time requires extensive promotion. This must be done aggressively and on a wide scale. To accomplish our sales goals, we require an extremely capable advertising agency and public relations firm. (Company) plans to advertise in major trade magazines such as "XXX", "XXX", and "XXX". Upon funding, an agency selection shall be made and, with their assistance, a comprehensive advertising and promotion plan will be drafted. Advertising will be done independently and cooperatively with Distributors, OEMs, retailers and companies with whom (Company) has joint marketing/sales relationships.

Advertising and Promotion Objectives

Position (Company) as the leading XXX (maker, servicer) in the market.

Increase company awareness and brand/name recognition among business managers and XXX retailers, buyers, customers.

Generate qualified sales leads for field sales organization action.

Develop, through market research, significant information to develop immediate and long-term marketing plans.

Create product advertising programs supporting the "XXX" (better taste, lower fat, more fun) position.

Coordinate sales literature, demonstration materials, telemarketing programs, and direct response promotions in order to XXX.

    [] Describe how your advertising/promotion objectives fit together to
    optimize the impact of your overall promotional campaign.

Media Objectives

Gain awareness of company among XXX groups, XXX engineers, XXX buyers, and XXX customers and owners.

Establish an image of (Company) as a XXX organization that is very professional, completely reliable, and highly XXX (position in market).

Maximize efficiency in selection and scheduling of publications to cover XXX and XXX markets.

Media Strategy

Position (Company) in a quality editorial environment consistent with creative objectives.

Select primary business publications with high specific market penetration.

Schedule adequate frequency to impact market with corporate image and product /service messages.

Select specific media to reach dual markets.

Where possible, position advertising in or near XXX (articles on industry, product /service reviews, front cover, center spread) and appropriate editorials.

Utilize U.S. editions of XXX, XXX, and XXX (consumer, trade, specialty publications).

Employ special high-interest issues of major publications when possible.

Maximize ad life with monthly and weekly publications.

To get the most out of our promotional budget, our media coverage will be to focus on a XXX audience.

    [] Recap your customer profile.

    [] Select specific group that buys your product or service.

We will develop an advertising campaign built around XXX (product/service innovation, high-performance, competitive advantages), beginning with a "who we are" position and supporting it with ads that reinforce the XXX message. Importantly, we will develop a consistent reach and frequency throughout the year.

Due to the nature of our product/service it is necessary to run (full-page 4-color ads/only 1/4 page B&W ads).

Advertising Campaign

The best way to reach our potential customers is to develop an intense advertising campaign promoting our basic premise - "XXX" (your selling basis, theme, position in market).

To maintain/establish our XXX company image, the delivery and tone of our statements will be XXX (understated elegance, hard driving excitement, excellence, glamour, reality, slice-of-life).

Ads will convey the look and feel of a XXX (describe your image) company.

Research indicates that XXX (direct mail, direct response, TV, Radio) type of advertising has not yet been used by any of our competitors.

The consumer mindset, as described in "Marketing Strategies" is XXX. (see also Customer section).

Ideally, after becoming familiar with our product/service(s), the consumer will XXX.

    [] Specify actual consumer action - call our toll-free 800 number and
    place their order using their Visa card, call for a brochure, attend
    our tradeshow booth, etc.

    [] Being specific here will set the stage for developing appropriate
    ads.

To eliminate the biggest objections to immediate action, our advertisements must address XXX (known/anticipated objections, difficulties with product/service acceptance, how to own/use product or service immediately).

Because XXX (product/service) is so innovative/unique/etc., it is important to develop a promotional campaign that is consistent and easy to understand.

Accordingly, (Company) has created a system of research and response to insure the maximum benefit of our advertising dollars.

    [] Develop an ad history: One way to measure publication effectiveness
    is to count the number of responses/inquiries and/or purchases per
    1,000 readers (paid circulation) - given a particular ad.  Vary your
    ads (size, message, etc.) and measure the differences.  Now you can
    calculate the number of responses per your investment in advertising.

Preliminary Media Schedule

                                 Circulation      Budget         Ad Size
    XXX (magazine, TV, Radio)      50,000        $1,500          1/4 Page
    XXX                           450,000        $4,400          1/2 Page
    Total                         500,000        $5,900          3/4 page

Anticipated Response (ex: 1/1,000) 500 $11.80each

    [] List publications.

    [] Editorial dates - when they will run special issues (Special Issue:
    Office Automation, etc.) that will enhance your ads.

    [] Obtain a copy of SRDS (Standard Rate and Data).

We expect to achieve a reach of XXX (total circulation/audience), and to maintain that for a period of at least XXX (months).

Due to the XXX (seasonal, geographical, etc.) nature of our audience, we plan to XXX (how you will counter these issues.)

In regard to competitor's advertising, it is necessary to XXX.

    [] Explain how your message will contrast with theirs.

    [] What if they run similar ads?

Promotion

In addition to standard advertising practices, we will gain considerable recognition through XXX.

    [] Trade programs that are advantageous.

    [] Consumer programs that are advantageous.

    [] Press releases (if product is justifiably new and innovative).

    [] Include budget and rationale.

    [] See also Public Relations section.

(Product/Service) has already been installed at XXX and XXX (companies, customers, stores, government agencies). Our products/services will be placed/offered in additional XXX's at substantial discounts.

The number of trade shows attended will be increased from XXX to XXX each year. These shows will be attended both independently and with companies with which (Company) has joint marketing/sales or OEM agreements.

Reports and papers will be published for trade journals and technical conferences.

XXX (product/service) will be provided as a service in a XXX (retail store, manufacturing, professional) environment - a showcase for (Company)'s products/services and an ongoing XXX (test, market test, product development, promotional) environment.

Ideal consumer actions would be XXX (call 800#, clip the coupon, come to store, call for a demo).

Incentives

    [] Consider the appropriate use of advertising specialties like coffee
    mugs, t-shirts, imprinted gifts and gadgets.

    [] Look in your Telephone Classifieds under "Advertising Specialties"
    and request some catalogs for ideas.

Direct Mail

    [] Go to your local Post Office and request copies of The Mailer's
    Guide.  It contains abridged information on bulk mailing permits, mail
    classification items, customer service programs, and other facts basic
    to mailing needs.

    [] Collect mailing list catalogs - look for all the possible outlets
    for your product.

    [] Look in your Telephone Book Classified Advertising under "Mailing
    Lists".

    [] Complete the chart below - the list may surprise you as well as
    prove to be a valuable resource for resellers.

    Store/Company type            Total          SIC Code
    Department Stores            23,275          5311
    Garden Supply Stores         16,496          5261B
    Hardware Stores              40,140          5251
    Giftware Wholesalers          3,524          5199G
    Electrical Equipment Whlse   41,313          5063
        Total                   124,748

Corporate Capabilities Brochure

Objective:

    To portray (Company) as the leading supplier of state-of-the-art
    dynamic XXX.

Recommended Contents

    Introduction/background

    [] Importantly, a distinction between the "new" XXX and other products.

    [] Statement of business philosophy.

    [] Statement on technology and list of "firsts".

    Facilities

    [] A photographic tour.

    Company profile

    [] Sales - portray full selling team including Representatives,
    Distributors as a savvy, dedicated support group with one overriding
    mission: customer satisfaction.

    [] Marketing - present marketing department in their role of market
    research, product development, new product management, etc. providing
    improved product ideas to the user.

High-Tech Companies

    [] Manufacturing - in-depth view of sophisticated manufacturing with
    special emphasis on performance, inspection, advanced methods,
    capacity.

    [] Technical Support/Quality Assurance - portray the QA and technical
    support staff as highly competent and dedicated group of individuals
    concerned with customer satisfaction, and with elimination and/or
    improvement substandard XXXs.

    [] Product Development - present super high-tech image of the R&D
    group and their facilities.  State-of-the-art image critical.  Product
    innovation critical.  Photos of "secret" products undergoing tests,
    etc.

Sales Support Collateral Materials

Sell XXX (Product/Service)

    [] Audio/Video Introduction Tape.

    [] News Releases - List appropriate.

    [] Brochures.

Attract and Support Distributors

    [] Introduction - Letter.

    [] Business Plan - Brief outline describing objectives, strategy,
    tactics to align resellers with you.

    [] Questions & Answers - Address common questions.

    [] Some Ideas - Other thoughts to be planted in reseller's minds -
    align their thinking with yours (collect their input from successful
    experiences).

Help Distributors Sell XXX

    [] Presentation Binder.

    [] Presentation Format - 1 on 1, Groups.

    [] Phone Script.

List items that will assist the communications process

    * Ads                         * Newsletters
    * Brochures                   * Post Cards
    * Bulletins                   * Presentations
    * Business Cards              * Price Lists
    * Catalogs                    * Promotions
    * Charts                      * Proposals
    * Data Sheets                 * Questionnaires
    * Direct Mail                 * Reports
    * Financial Reports           * Resumes
    * Forms                       * Stationery
    * Handouts                    * Telephone Scripts
    * Invitations                 * Videos
    * Letters

Investment In Advertising And Promotion

For the first XXX months/years of our project, advertising and promotion will require $XXX (figure about 20% of sales $$$ the first year) On an ongoing basis we feel that we can budget our advertising investment as XXX% of total sales.

This figure is necessary because of XXX (the specific goals you must meet).

    [] What is the optimum spending level for advertising and promotion?

    [] How does this compare with industry averages?

Our Spending vs. Industry Average

    Advertising
    Sales Promotion
    Trade
    Consumer
    Other (specify)

    (Note that these figures may differ from those expressed in the
    Business Objectives chart.  The numbers here may be a percentage of
    shipments or may have other contingent conditions attached.)

Compared to industry average we are investing (more/less) in (Trade, Consumer, etc.) promotion because XXX.

    [] Do the "heavy spenders" perform better?

    [] What are your conclusions on advertising spending policy in this
    category?

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