Final answer:
Determining when to run a promotion is essential for campaign success and entails aligning with periods of heightened consumer activity and strategically considering the five W's to make the promotion specific and organized.
Step-by-step explanation:
In the development of a promotional program, determining 'When should the promotion be run?' is crucial for the success of the campaign. This decision can significantly impact the campaign's effectiveness and return on investment. The timing should be strategic, aligning with peak purchasing periods, seasonal trends, or specific events that could enhance the promotion's visibility and resonance with the target audience. For example, advertising footwear may be more effective during back-to-school seasons or before major holidays when consumers are more likely to make purchases.
Critical aspects to consider include the five W's: Who is involved, What is the goal of the promotion, Where should the promotion take place, When is the optimal time for the promotion to be executed, and Why the promotion is being run, in addition to How will it be carried out. This framework aids in creating a focused and specific promotional strategy.
Additionally, contextual considerations like the availability of advertising pages, the likelihood of competitors' promotions during the same period, and the intended audience's media consumption habits should influence the timing decision. All these elements need to be synchronized to optimize the impact of the promotional efforts.