© 2004 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Chapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC Describes the process of marketing and advertising planning Insert Siplast ad p. 241 HERE

Objectives Explain the role and importance of a marketing plan Describe how marketing and advertising plans are related Explain the difference between objectives and strategies Give examples of need- satisfying and sales- target objectives Discuss the suitability of top-down, bottom-up, and IMC planning Recognize the important issues in creating survey questionnaires Describe how share-of- market/share-of-voice budgeting can be used Explain how ad budgets are determined

The Marketing Plan The importance of marketing planning Marketing plan Effect of the marketing plan on advertising Top-down marketing Situation analysis Marketing objectives Marketing strategy Marketing tactics

Applying Research to Advertising Decision Making Corporate objectives Marketing objectives Need-satisfying objectives Sales-target objectives Marketing objectives Situation analysis

Applying Research to Advertising Decision Making Marketing objectives Situation analysis Marketing Strategy Selecting the target market Positioning the product Determining the marketing mix

Applying Research to Advertising Decision Making Marketing objectives Situation analysis Marketing Strategy Marketing tactics

Bottom-Up Marketing: How Small Companies Plan Marketing results Marketing strategy Marketing tactics

RELATIONSHIP MARKETING The New Marketing Mantra: Relationship Marketing TRANSACTIONAL MARKETING New Trend: Importance of relationships Cost of lost customers (LTCV) Cost of acquiring new customers Value of loyal customers

Levels of Relationships Basic transactional Reactive Accountable Proactive Partnership

Using IMC to Make Relationships Work

IMC: The Concept and the Process Evolution of the IMC concept How the customer sees marketing communications Four Sources of Brand Messages

IMC: The Concept and the Process Four Sources of Brand Messages Planned messages Product messages Service messages Unplanned messages Say DoConfirm INTEGRATION TRIANGLE

IMC Approach to Marketing and Advertising Planning

The Advertising Plan Reviewing the marketing plan SWOT analysis Setting advertising objectives Understanding what advertising can do The advertising pyramid The old model vs. the new

Advertising Strategy and the Creative Mix Creative Mix Target audience Product concept Communications media Advertising media

Advertising Strategy and the Creative Mix

Allocating Funds for Advertising Relationship of advertising to sales and profits Methods of allocating funds

Allocating Funds for Advertising Methods of allocating funds Percentage of sales Share of market Objective/ task Empirical research