C HAPTER 7 Marketing and Advertising Planning: Top-Down, Bottom-up, and IMC.

Slides:

Advertisements

Similar presentations

What is marketing? Process: plan & execute Marketing Mix: Four P’s “Products”= goods, services, ideas Create exchange that satisfies both parties.

Advertisements

Integrated Marketing Communications Chapter Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall.

Part 2: Planning and Strategy Chapter 7

Integrated Marketing Communications

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Mkt440/Advertising & Promotions IMC and Planning June 13, 2015  Marketing Concept.

© 2003 Prentice Hall, Inc14-1 Market Communication.

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

Promotion Pertemuan 21 Matakuliah: J0114/Manajemen Pemasaran Tahun: 2008.

Review Major Topics: 1.Marketing Planning 2.Integrated Marketing Communications 3.Media Planning 4.Direct Marketing Personal SellingPersonal Selling Sales.

An Introduction to Integrated Marketing Communications

Chapter 16 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling, Packaging,

Marketing Communications

Chapter Two Company and Marketing Strategy

1 Matakuliah:G0492 / English for Advertising Tahun: 2005/2006 Advertising Planning and Strategy Strategic planning The Marketing Plan The Advertising Plan.

Chapter Seven Marketing, Advertising, and IMC Planning

1.1 INTRODUCTION to PROMOTION and INTEGRATED MARKETING COMMUNICATIONS Chapter 1:

ADVERTISING MANAGEMENT …through the lens of Branding Dr. Close.

Chapter 1 Lecturer – Shahed Rahman Integrated Marketing Communications.

IMC Objectives and the Brief. Advertising vs. Marketing Marketing = 4Ps Advertising = subset of Marketing – Focuses on the “P” of promotion How do advertising.

McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved.

Customer-Driven Marketing

Chapter 3: PROMOTION and IMC PLANNING and STRATEGY 3.1.

1.Understand the essential elements that comprise a customer relationship management program 2.Describe the relationship that exists between marketing.

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 8 Marketing and Advertising Planning.

Marketing Communications. Marketing Communication Process by which information about an organization and its offerings is disseminated to selected markets.

© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 18-1.

© 2006 Pearson Education Canada Inc. 4.1 Canadian Advertising in Action Chapter 4 Strategic Planning Concepts for Marketing Communications.

Outline Strategic planning The marketing plan The advertising plan The creative plan and copy strategy Chapter 7 Advertising Planning and Strategy.

The Marketing Process, Planning & The Marketing Plan.

Marketing, Advertising and IMC Planning Chapter 07 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Developing Marketing and Advertising Plans

CHAPTER TWO Strategic Planning and Budgeting. STRATEGIC BUSINESS UNIT...is a single product or brand, a line of products, or a mix of related products.

Marketing Basics. Marketing  Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings.

CHAPTER 14 Customer Value Integrated Marketing Communications Strategy.

McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed 7 Establishing Objectives and Budgeting for the Promotional Program.

Chapter 1 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning 1 An Overview of Marketing Prepared by Deborah Baker Texas.

1 Business and Marketing Strategies

2- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Two Company and Marketing Strategy Partnering.

Chapter 10 Marketing.

LOGO Chapter 2 Advertising’s Role in Marketing Professor Yu Hongyan Sun Yat-Sen Business School, SYSU 2 June 2016.

Promotion P: a review The Marketing Context of Advertising and Promotion.

©2003 Prentice Hall, IncMarketing: Real People, Real Choices 3rd edition 14-0 Chapter 14 Conversing with the Customer: Promotional Strategy, Interactive.

Marketing Communication Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 12.

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 8 Marketing and Advertising Planning.

Marketing Communications. The Impact of Communication Marketing Communications are not all designed to work in the same way. Some are designed to impact.

Marketing communication are messages and related media used to communicate with the market. Marketing communication is the “promotion” part of the marketing.

Boundless Lecture Slides Free to share, print, make copies and changes. Get yours at Available on the Boundless Teaching Platform.

chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans.

Customer-Driven Marketing

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

Advertising’s Role in Marketing

THE MARKETING MIX. What is the Marketing Mix? The operational part of a marketing plan Set of controllable marketing tools Used to produced desired response.

By: Ehsan Khodarahmi L7.  Explain the concepts, processes and benefits involved in developing integrated communications plans  Marketing communications.

Chapter 1 MARKETING IS ALL AROUND US. The Scope of Marketing Marketing is activity, set of institutions, and processes for creating, communicating, delivering,

Segmentation, Targeting, and the Marketing Mix Chapter 04 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Course Name: Principles of Marketing Code: MRK 152 Chapter: Nine Advertising and Public Relations.

1 MARKETING AND MARKETING MANAGEMENT Module 1. 2 Objectives Defining marketing and marketing management The scope of marketing Some fundamental marketing.

Integrated Marketing Communications Introduction (2) An Introduction (2) Sunarto Prayitno 1.

IMC: …WHERE EXPECTATION MANAGEMENT MEETS REALITY

Chapter Two Company and Marketing Strategy

Analysis (SWOT Analysis + Competitors Analysis)

Planning at Product Level

Why do We Need a Marketing Plan?

MARKETING MANAGEMENT 12th edition

Chapter Two Company and Marketing Strategy

Chapter 7 Differentiate between objectives, strategies, and tactics in strategic planning Identify the basic steps in an advertising plan Explain how account.

Global Edition Chapter Two

Marketing Your Product/Service

Chapter Two Company and Marketing Strategy

Global Edition Chapter Two

Presentation transcript:

C HAPTER 7 Marketing and Advertising Planning: Top-Down, Bottom-up, and IMC

Why Plan? The Marketing Plan: Has a profound effect on the organization’s IMC program Helps analyze and improve all company operations Dictates the role of advertising in the marketing mix Enables better implementation, control, and continuity of promotions Ensures the most efficient allocation of IMC dollars

Relationship Marketing Relationship Marketing: Creating, maintaining and enhancing long- term relationships with customers That result in exchanges Offering mutual value to all parties Value: The ratio of perceived benefits To the price of the product Why are relationships important? The cost of lost customers Life-time customer value Negative word-of-mouth The cost of acquiring new customers The value of loyal customers Positive word-of-mouth

Top-Down vs. Bottom-Up Marketing Situation Analysis: A factual statement of the organization’s current situation and how it got there Marketing Objectives: Corporate Objectives: stated in financial terms Net Profit, ROI, Growth Marketing Objectives Derived from Corporate Objectives Relate to: target market needs Specific sales goals Need-satisfying objectives Sales-target objectives Marketing Strategy: How the company plans to meet the marketing objectives Marketing Tactics: Specific action plans

Levels of Relationships Basic transactional relationship: Kmart Reactive relationship: Men’s Warehouse Accountable relationship: Ford Dealers Proactive relationship: CompuServe Partnership: Gateway

Wang-Schultz IMC Planning Model Database 1.Segmentation Classification 2.Brand Connection 3.Marketing Objectives 4.Brand Behavior Objectives 5.Communication Objectives and Strategy 6.Market Communication/Contact Tools 7.Market Communication/Contact Tactics See Exhibit 7-7 page 243

Advertising Strategy and the Creative Mix Communication Objective: Tells where the advertiser wants to be with respect to: Consumer awareness Attitude Preference Creative Objective: Describes how to get there Creative Mix: Target Audience Product Concept Communications Media Advertising Message Advertising Strategy: Blends the elements of the creative mix Tells what to do

Ways to Set Advertising Budgets Percentage of Sales Percentage of Profits Unit of Sale Competitive Parity Share of Market/Share of Voice Objective/Task Empirical Research Quantitative Mathematical Models All available Funds