Marketing assignment help on: Marketing strategies
4.4 a) Promotional Strategy:
| Promotional Mix | Cost/Unit | Units | Total Cost |
| AdvertisingMagazine
Setup Process Setup Cost Cost of Media
Cost to continue |
Design chosen $1,500 – $20,000 $3,000 – $25,000 (per full page as per issue) Cost of Media + agency hourly rate |
100 |
100 * $ 4000 = $ 4, 00,000 |
| NewspaperSetup Process
Setup Cost Cost of Media
Cost to continue |
Design
$1,500 – $2,000 ~ 28,000 (per half page ad) Cost of Media + agency hourly rate |
40 |
40 * $28,000 = $ 11,20,000 |
| TelevisionSetup Process
Setup Cost Cost of Media
Cost to continue |
Depends upon the design chosen
$50,000 – $7,50,000 $35,000 to $2million (per 30 second post) Cost of Media + agency hourly rate |
20 |
20 * $40,000 = $ 8,00,000 |
| Personal Selling Setup Process
Setup Cost Cost of Media Cost to continue |
Script Writing
$1,000 – $4,000 $20 – $60 per individual $20 – $60 |
1,000 |
1000 * $20 = $ 20,000
|
| Direct MailSetup Process
Setup Cost Cost of Media Cost to continue |
Design
$1,500 – $2,000 ~2.20 per addressee Design, publishing + postage costs |
10,000 |
10,000 * $ 2.50 = $25,000 |
| InternetSetup Process
Setup Cost Cost of Media Cost to continue |
Campaign configured
$4,000 – $10,000 $3 per qualified visitor Cost of clicks + ~$500/month to the internet marketer |
10,000 |
10,000 * $ 3 = $30,000 |
| Calculations – Total Budget ($) |
23,95,000 |
4.4 b) Goals and objectives that are to be achieved using the selected promotional strategy
There are many promotional strategies which are available with eBay Inc. to work upon. These promotional strategies attach different goals and objectives which would help eBay Inc. to attain high levels of success & make their presence felt within the market. Some of the promotional strategies which shall be used by eBay Inc. in order to promote its services have been discussed above (Kim, McMillan & Hwang, 2005). A detailed cost analysis for the promotional strategies such as advertisements in magazines, newspapers, television, direct mail, pay per click & personal selling have been done.
The main goal or objective which would be fulfilled at eBay by opting for a promotional strategy will be to clearly define the goals of the organization. The promotional strategy would be used or implemented in order to attract more number of customers, build large parties, and increase in the average guest expenditures (Promotional Sales Store, 2007).
4.4 c) Evaluate local media issues
| Media Availability | The availability of the medium of communication selected might create a critical situation for eBay Inc. |
| Media Quality | The media quality might also create a problem for eBay Inc (Page, 2012). |
| Media reach & coverage | The medium of communication chosen by eBay Inc. might not be able to reach the entire target audience. Hence, the goal or objective will not be accomplished (Timothy & Graeff, 1995). |
| Media control by the government | Government might act as one of the major barriers while choosing a particular source of medium of communication to reach the target audience at (Wang, et al 2011). |
| Media affordability | It can be seen that, the various media are quite expensive & eBay Inc. would not be able to afford the same. |
| Others | Other issues would be in regards to tariff barriers, etc. |
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