McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 8 Marketing and Advertising Planning
Chapter 8 Marketing and Advertising Planning
Feb 07, 2016
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. - PowerPoint PPT Presentation
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McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 8
Marketing and Advertising
Planning
8-2
Chapter Overview
Describes the process of marketingand advertising planning…
top-down, bottom-up, and IMC
8-3
Chapter Objectives
Explain the role & importance of a marketing plan
Give examples of communications &
sales target objectives
Explain how advertising budgets are determined
Describe how marketing & advertising
plans are related
Explain the difference between objectives &
strategies
Discuss the suitability of traditional and IMC
planning
Describe how share-of-market/share-of-voice budgeting can be used
8-4
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
8-5
Top-Down Marketing Plan
8-6
Situation Analysis
Strengths
Weaknesses
Opportunities
Threats
SWOT Analysis =
8-7
Marketing Objectives
Brand recognition
Benefit understanding
Positive attitudes
Buy intentions
Sales volume
Gross profits
Distribution points
Market share
Sales Target Objectives
CommunicationObjectives
8-8
Defining Advertising Goals
Awareness
Comprehension
Conviction
Action
DAGMAR Method
8-9
The Marketing Strategy
Develop market mix for each target
Define the target markets
Determine the strategic position
8-10
Approaches to Positioning
Attributes
Price/Quality
Use/Application
Product Class
Product User
Competition
Bic uses the infinity symbol to imply that their
pens last a long time
Cultural symbol
8-11
The Marketing Mix
Product
Price Communi-cations
Distribution
Company controlled elements
8-12
Bottom-Up Marketing Plan
8-13
Relationship Marketing
Market relationships, not transactions
Focus on customers, not products
Deliver superior value
Keys to Building Brand Equity
8-14
Relationship Marketing
Value of loyal customers
Cost of acquiring new customers
Cost of lost customers
(LTCV)
The Importance of Relationships
8-15
Levels of Relationships
Reactive
Accountable
Proactive
Partnership
Transactional(Basic)
8-16
Levels of Relationships
Profit Margin
High Medium Low
Many Accountable Reactive Basic
Medium Proactive Accountable Basic
Few Partnership Accountable ReactiveCus
tom
ers
8-17
Using IMC to Make Relationships
WorkDeScenza: preserving
brand value requires careful
attention to consumer
“touch points”
8-18
Using IMC to Make Relationships
Work
Levels of Integration
8-19
Using IMC to Make Relationships
Work
Sources of Brand Messages
Planned Product
Service Unplanned
8-20
Using IMC to Make Relationships
WorkThe Integration Triangle
Say
Planned messages
Do
Product & servicemessages
Confirm
Unplanned messages
8-21
Using IMC to Make Relationships
Work
IMC Macro Model
8-22
Using IMC to Make Relationships
Work
Wang-Schultz IMC Planning
ModeI
8-23
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?
8-24
The Advertising Plan: Setting
Objectives
Traditional Advertising Pyramid
8-25
The Advertising Plan: New Model
Feedback circle replaces the IMC pyramid
8-26
Strategy & the Creative MixTarget
Audience
ProductConcept
CommunicationsMedia
AdvertisingMessage
8-27
Strategy & the Creative Mix
Enhanced Kim-Lord Grid
8-28
Strategy & the Creative Mix
There are many ways to deliver a message without using traditional media: cement mixers
8-29
Sales/Profit Relationship
8-30
Business Environment
Variables
Social
Political Legal
Economic
8-31
Allocating Funds for Advertising
Methods of Allocating Funds
Sales Percentage
Objective/ Task
Market Share
Empirical Research
8-32
Advertising Fallacies
Advertising is a result of sales
Advertising creates sales
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