marketing plan n advertising plan

Marketing & Advertising Plan

Marketing Plan : Product specific, market specific, or company-wide plan that describes activities involved in achieving specific marketing objectives within a set timeframe. Marketing Process : The Marketing process consists of analysing marketing opportunities , researching and selecting target market, designing market strategies, planning marketing programmes and organising , implementing and controlling the market efforts.

Marketing Plan

Marketing Plan : 1: Situation Analysis : Market , Product, Competitive, Distribution , Macroenvironment. 2: Oportunity and Issue Analysis : Opportunities/Threats Analysis Issues/Weaknesses Analysis Issues Analysis

3 : Objectives : Financial , Marketing

4: Marketing Strategy : Target Market Positioning Product Line Price Distribution Outlets Sales Force

Service Advertising Sales Promotion Research and Development Marketing Research

4: Action Programme 5: Projected Profit and Loss Statement

Effect of Marketing Plan on Advertising : 1: It helps managers to analyse and improve all company operations including past marketing and advertising programmes. 2: Dictates role of advertising in the marketing mix. 3 : Provides focus and guidance 4: It enables better implementation, control and continuity of advertising programmes. 5: Ensures efficient allocation of advertising budget.

Advertising Plan : An outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to determine whether or not the campaign was successful in obtaining those goals. Advertising plan is natural outgrowth of marketing plan and is prepared in much the same way.

1: Review of Marketing 2: Setting Advertising Objective Understanding what advertising can do Advertising Pyramid

Action

Desire

Conviction

Interest

Awareness

Action

Desire

Conviction

Interest

Awareness

Repurchase

Repurchase

Repurchase

Reinforcement Advertising

To create brand loyalty

3: Advertising Strategy: Advertising Strategy describes that how to get the objective Advertising Strategy blends the elements of creative mix : The target audience :The product concept : The communication media : The advertising message ( The product concept : How ad will present the product and how perceived by the audience.)

The Communication Media : The message Delivery System

The Advertising Message : What the advertising communicates

Ad Budget : Allocation of Funds for Advertising

The Secret of Successful Planning Advertising is an investment in future sales

Methods of allocation funds : 1: Percentage of Sales Method : Most Popular and based on the percentage of last years sales , anticipated sales of next year or Combination of two. 2: Share of Market/Share of Voice Method: Setting a goal for A certain portion of market and then apply the same percentage To their budget. Commonly used for new products

3: Objective Task Method/Budget Build Up Method: Three Steps : 1: Defining Objective 2: Determining Strategy 3: Estimating Cost After specific marketing objectives have been set, the advertiser develops programmes to attain them. 4: Additional Method: The Empirical research Method : Experimentation to determine the best level of advertising expenditure . Quantitative Mathematical Method: