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

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Presentation transcript:

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

7-3 Explain how to establish specific, realistic & measurable advertising objectives Chapter 7 Objectives Explain the role and importance of a marketing plan Give examples of need- satisfying and sales-target objectives Explain the difference between objectives, strategies, and tactics Define top-down, bottom-up & integrated marketing communications planning Describe how marketing and advertising plans are related Describe how advertising budgets are determined

7-4 Sales-Target Target Market Positioning Marketing Mix Need-Satisfying MarketingCorporate Situation Analysis The Marketing Plan: Top-Down Marketing Objectives Marketing Strategy Marketing Tactics

7-5 Mountain Dew’s ads illustrate the effectiveness of careful marketing and advertising planning The Marketing Plan: Top-Down

7-6 The Marketing Plan: Top-Down British Airways ad: marketing strategies based on need- satisfying objectives

7-7 The Marketing Plan: Bottom-Up Marketing Results Marketing Tactics Marketing Strategy

7-8 The New Marketing Mantra: Relationship Marketing Keys to Building Brand Equity Market relationships, not transactions Customers, not products, are focus Know that customer has choices

7-9 Value of loyal customers Cost of acquiring new customers Cost of lost customers (LTCV) The New Marketing Mantra: Relationship Marketing The Importance of Relationships

7-10 The New Marketing Mantra: Levels of Relationships Transactional (Basic) Reactive Accountable Proactive Partnership

7-11 The New Marketing Mantra: Levels of Relationships Profit Margin HighMediumLow ManyAccountableReactiveBasic MediumProactiveAccountableBasic FewPartnershipAccountableReactive Number of Customers

7-12 eBay ad: integrated promotion designed to stimulate activity during the summer Using IMC to Make Relationships Work

7-13 Using IMC to Make Relationships Work PlannedProduct ServiceUnplanned Sources of Brand Messages

7-14 Using IMC to Make Relationships Work The Integration Triangle Say Planned messages Do Product & service messages Confirm Unplanned messages

7-15 Using IMC to Make Relationships Work Facilitate interactions between company and customers To maximize synergy... Ensure consistent positioning Incorporate socially responsible mission into relationship with stakeholders

7-16 The Advertising Plan: Reviewing the Marketing Plan SWOT Analysis Opportunities StrengthsWeaknesses Threats

7-17 The Advertising Plan: Setting Objectives The traditional advertising pyramid

7-18 The Advertising Plan: New Model The feedback circle replaces the pyramid in IMC

7-19 The Advertising Plan: Determining the Strategy Advertising Strategy Media Strategy Creative Strategy

7-20 The Advertising Plan: Determining the Strategy Seattle Chocolate Company: using parody to convey decadence

7-21 Allocating Funds for Advertising Sunkist ad: attracting diet- conscious consumers

7-22 Allocating Funds for Advertising Methods of allocating funds Sales Percentage Objective/ Task Market Share