Product promotion - selection and media planning

Abstract

The promotion of an existing or new product requires an wider treatment of its advertisement in the front of the 
consumers. Not always the concept of a promotional spot or of an interesting and attractive promotional idea is 
considered a solution to advance the product in promotional aspects. To determine a promotional campaign and 
a concrete idea of what, how, when and where we want to promote our product is considered to be a 
precondition to continue with next steps of product promotion or advertisement. After accomplishing the above 
mentioned preconditions in this case we have design the complete idea to promote the product. The next stage, 
that is considered not less important, is the communication channels selection that means selection of ways that 
we desire to communicate with our existing and potential consumers. The next stage of a promoting campaign is 
testing, measuring the public, viewership and the audience in which is transmitted the promoting message. In this 
case the rating is an very delicate issue, requires a special treatment because through this element we can 
measure the public respectively viewership based in households percentage. The effectiveness of a promotion 
campaign, the evaluation that the companies made during the product promotion or after the promotion 
campaign, is determinant if the campaign had successful results.  
The above mentioned issues are some of the elements analyzed in this research. In the end are illustrated by 
case studies, conclusions and recommendations.