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Developing Marketing and Advertising Plans

Developing Marketing and Advertising Plans. Chapter 7 Objectives. Explain the role and importance of a marketing plan. Give examples of need-satisfying and sales-target objectives. Explain the difference between objectives, strategies, and tactics.

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Developing Marketing and Advertising Plans

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  1. Developing Marketing and Advertising Plans

  2. Chapter 7 Objectives Explain the role and importance of a marketing plan Give examples of need-satisfying and sales-target objectives Explain the difference between objectives, strategies, and tactics Define top-down, bottom-up & integrated marketing communications planning Explain how to establish specific, realistic & measurable advertising objectives Describe how marketing and advertising plans are related Describe how advertising budgets are determined

  3. Corporate Marketing Marketing Objectives Need-Satisfying Target Market Sales-Target Marketing Strategy Marketing Mix Positioning Marketing Tactics The Marketing Plan:Top-Down Situation Analysis

  4. The Marketing Plan:Top-Down Mountain Dew’s ads illustrate the effectiveness of careful marketing and advertising planning

  5. The Marketing Plan: Top-Down British Airways ad: marketing strategies based on need-satisfying objectives

  6. Marketing Results Marketing Strategy The Marketing Plan:Bottom-Up Marketing Tactics

  7. The New Marketing Mantra:Relationship Marketing Customers, not products, are focus Keys to Building Brand Equity Market relationships, not transactions Know that customer has choices

  8. Cost of lost customers (LTCV) Cost of acquiring new customers Value of loyal customers The New Marketing Mantra:Relationship Marketing The Importance of Relationships

  9. The New Marketing Mantra:Levels of Relationships Partnership Proactive Accountable Reactive Transactional(Basic)

  10. The New Marketing Mantra:Levels of Relationships Number of Customers

  11. Using IMC to MakeRelationships Work eBay ad: integrated promotion designed to stimulate activity during the summer

  12. Using IMC to MakeRelationships Work Planned Product Sources ofBrand Messages Service Unplanned

  13. Say Planned messages Confirm Do Unplanned messages Product & servicemessages Using IMC to MakeRelationships Work The Integration Triangle

  14. Using IMC to MakeRelationships Work To maximize synergy . . . Ensure consistent positioning Facilitate interactions between company and customers Incorporate socially responsible mission into relationship with stakeholders

  15. The Advertising Plan:Reviewing the Marketing Plan SWOT Analysis Strengths Weaknesses Opportunities Threats

  16. The Advertising Plan:Setting Objectives The traditional advertising pyramid

  17. The Advertising Plan:New Model The feedback circle replaces the pyramid in IMC

  18. Advertising Strategy Creative Strategy Media Strategy The Advertising Plan:Determining the Strategy

  19. The Advertising Plan:Determining the Strategy Seattle Chocolate Company: using parody to convey decadence

  20. Allocating Funds for Advertising Sunkist ad: attracting diet-conscious consumers

  21. Sales Percentage Market Share Objective/ Task Allocating Funds for Advertising Methods of allocating funds

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