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Chapter 8 Marketing and Advertising Planning

Chapter 8 Marketing and Advertising Planning. Chapter Overview. Describes the process of marketing and advertising planning… top-down, bottom-up, and IMC. Chapter Objectives. Explain the role & importance of a marketing plan. Give examples of communications & sales target objectives.

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Chapter 8 Marketing and Advertising Planning

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  1. Chapter 8Marketing and Advertising Planning

  2. Chapter Overview Describes the process of marketingand advertising planning… top-down, bottom-up, and IMC

  3. Chapter Objectives Explain the role & importance of a marketing plan Give examples of communications & sales target objectives Describe how marketing & advertising plans are related Discuss the suitability of traditional and IMC planning Explain the difference between objectives & strategies Explain how advertising budgets are determined Describe how share-of-market/share-of-voice budgeting can be used

  4. Content of a Marketing Plan State the organization’s mission Assess the current marketing situation Identify factors that hinder or help achievement of marketing objectives Describe strategies to achieve objectives State how the strategy will be implemented Explain how marketing efforts will be evaluated Propose a marketing budget

  5. Top-Down Marketing Plan

  6. Situation Analysis Strengths SWOT Analysis = Weaknesses Opportunities Threats

  7. Marketing Objectives Sales Target Objectives CommunicationObjectives Sales volume Brand recognition Gross profits Benefit understanding Distribution points Positive attitudes Market share Buy intentions

  8. Defining Advertising Goals DAGMAR Method Action Conviction Comprehension Awareness

  9. The Marketing Strategy Develop market mix for each target Determine the strategic position Define the target markets

  10. Approaches to Positioning Bic uses the infinity symbol to imply that their pens last a long time Attributes Price/Quality Use/Application Product Class Product User Competition Cultural symbol

  11. The Marketing Mix Distribution Product Communi-cations Price Company controlled elements

  12. Bottom-Up Marketing Plan

  13. Relationship Marketing Keys to Building Brand Equity Focus on customers, not products Market relationships, not transactions Deliver superior value

  14. Relationship Marketing Cost of lost customers (LTCV) Cost of acquiring new customers Value of loyal customers The Importance of Relationships

  15. Levels of Relationships Partnership Proactive Accountable Reactive Transactional(Basic)

  16. Levels of Relationships Customers

  17. Using IMC to Make Relationships Work DeScenza:preserving brand value requires careful attention to consumer “touch points”

  18. Using IMC to Make Relationships Work Levels of Integration

  19. Using IMC to Make Relationships Work Planned Product Service Unplanned Sources of Brand Messages

  20. Using IMC to Make Relationships Work Say Planned messages Confirm Do Unplanned messages Product & servicemessages The Integration Triangle

  21. Using IMC to Make Relationships Work IMC Macro Model

  22. Using IMC to Make Relationships Work Wang-Schultz IMC Planning ModeI

  23. The Advertising Plan: Review Mktg Plan Where is the company going? How will it get there? What did the SWOT analysis uncover? What role does advertising play? What are the short- and long-term goals?

  24. The Advertising Plan: Setting Objectives Traditional Advertising Pyramid

  25. The Advertising Plan: New Model Feedback circle replaces the IMC pyramid

  26. Strategy & the Creative Mix TargetAudience ProductConcept AdvertisingMessage CommunicationsMedia

  27. Strategy & the Creative Mix Enhanced Kim-Lord Grid

  28. Strategy & the Creative Mix There are many ways to deliver a message without using traditional media: cement mixers

  29. Sales/Profit Relationship

  30. Business Environment Variables Economic Social Legal Political

  31. Allocating Funds for Advertising Sales Percentage Market Share Objective/ Task Empirical Research Methods of Allocating Funds

  32. Advertising Fallacies Advertising is a result of sales Advertising creates sales

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