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CHAPTER 8

CHAPTER 8. MARKETING AND ADVERTISING PLANNING. IMPORTANCE OF MARKETING PLAN TO ADVERTISING PLAN ASSEMBLES ALL FACTS ABOUT ORGANIZATION,MARKET,PRODUCTS AND SERVICES,CUSTOMERS AND COMPETITION DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATIONS. TOP DOWN MARKETING.

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CHAPTER 8

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  1. CHAPTER 8

  2. MARKETING AND ADVERTISING PLANNING • IMPORTANCE OF MARKETING PLAN TO ADVERTISING PLAN • ASSEMBLES ALL FACTS ABOUT ORGANIZATION,MARKET,PRODUCTS AND SERVICES,CUSTOMERS AND COMPETITION • DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATIONS

  3. TOP DOWN MARKETING • SITUATION ANALYSIS:INTERNAL AND EXTERNAL ENVIRONMENTAL SCANNING • MARKETING OBJECTIVES:NEED SATISFYING OBJECTIVES;SALES-TARGET QUANTITATIVE,REALISTIC GOALS FOR A SPECIFIC PERIOD

  4. MARKETING STRATEGIES • STRATEGIC POSTIONING WITH DEFINED TARGET MARKET • MARKETING MIX STRATEGIES • SPECIFIC ACTIONS TO BE TAKEN BY WHOM AND WHEN • CHECK AD LAB 8 A STRATEGIES OF MARKETING WARFARE • BOTTOM UP MARKETING

  5. RELATIONSHIP MARKETING • CUSTOMERS NOT SALES ARE LIFE BLOOD OF COMPANIES • LOST CUSTOMERS ARE HARD TO RE ACQUIRE • VALUE OF LOYAL CUSTOMERS;REPEAT PURCHASE ACCOUNT FOR 90%

  6. LEVELS OF RELATIONSHIP • TRANSACTIONAL RELATIONSHIP (DISCOUNT STORES) • REACTIVE RELATIONSHIP(REFUND POLICIES) • ACCOUNTABLE RELATIONSHIP(SALES FOLLOW UP) • PROACTIVE RELATIONSHIP(SUGGESTIONS FOR IMPROVEMENT) • PARTNERSHIPS;HIGHER PROFIT MEANS DEEPER RELATIONSHIP

  7. INTEGRATED MARKETING COMMUNICATIONS • PROCESS OF BUILDING PROFITABLE RELATIONSHIPS WITH EMPLOYEES,CUSTOMERS,STAKEHOLDERS AND PUBLIC BY DEVELOPING A STRATEGIC COMMUNICATION PROGRAM

  8. LEVELS OF INTEGRATION( EXIBIT 8-4 P246) • UNIFIED MESSAGE,CONSISTENT VOICE,GOOOD LISTENER,WORLD CLASS CITIZEN • CONSUMER PERCEIVES AN INTEGRATED PRODUCT THROUGH ALL INTEGRATED MESSAGES • SOURCES OF BRAND MESSAGES:PLANNED MESSAGES,PRODUCT MESSAGES,SERVICE MESSAGES,UNPLANNED MESSAGES

  9. IMC IS BOTH CONCEPT AND PROCESS • IMC SEES CUSTOMERS AS PARTNERS IN ONGOING RELATIONSHIP • IMC DEVELOPS BROAD INTERACTIVE DIALOGS WITH CUSTOMERS AFFECTING BOTH INTERNAL AND EXTERNAL CORPORATE CULTURE • COMPANIES ENSURE CONSISTENT POSITIONING,MEANINGFUL COMMUNICATION,AND INCORPORATE ACCEPTABLE SOCIAL PROGRAMS.

  10. ADVERTISING PLAN • SETTING ADVERTISING OBJECTIVES • ADVERTISING PYRAMID; EX 8-8(DAGMAR) • DEIFNING AD GOALS FOR MEASURED AD RESULTS • AWARENESS,COMPREHENSION(LEARN),CONVICTION(FEEL),DESIRE,ACTION(DO) • SEE EXAMPLE OF AD OBJECTIVES P 252 • SPECIFY WHERE THE ADVERTISER WANTS TO BE IN RESPECT TO PYRAMID • CHECK ALSO ADVERTISING PLAN OUTLINE(APPENDIX B)

  11. ADVERTISING STRATEGY AND CREATIVE MIX • TARGET AUDIENCE • COMMUNICATION MEDIA • ADVERTISING MESSAGE • RELATIONSHIP OF ADVERTISING TO SALES AND PROFIT

  12. BUDGET ALLOCATION • CHEKLIST PAGE 262 • PERCENTAGE OF SALES • UNIT OF SALE • COMPETITIVE PARITY • SHARE OF THE MARKET • OBJECTIVE/TASK • EMPIRICAL RESEARCH • ALL YOU CAN AFFORD METHOD

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