1. Review Major Topics: 1.Marketing Planning 2.Integrated Marketing Communications 3.Media Planning 4.Direct Marketing Personal SellingPersonal Selling Sales PromotionSales Promotion Public Relations – Press ReleasePublic Relations – Press Release

2. 5.Creative Strategy and the Creative Process 6.The Creative Brief 7.Art and Copy (Chapter 13) 8.Producing Ads (Chapter 14) Review

3. Review Marketing Planning Top-down marketing Situation analysis Marketing objectives Marketing strategy Marketing tactics

4. Corporate objectives Marketing objectives Need-satisfyingobjectives Sales-target objectives Marketing objectives Situation analysis

5. Marketing objectives Situation analysis Marketing Strategy Selecting the target market Positioning the product Determining the marketing mix

6. Marketing objectives Situation analysis Marketing Strategy Marketing tactics

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

8. Importance of relationships Cost of lost customers (LTCV) Cost of acquiring new customers Value of loyal customers

9. Creative Mix Target audience Product concept Communications media Advertising media

10. Planning Media Strategy: Finding Links to the Market Shows how communications media help advertisers achieve marketing and advertising objectives

11. EffectivereachEffectivereach EffectivefrequencyEffectivefrequency Advertising response curve Advertising

12. Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Emphasizes the importance of relationship marketing and demonstrates how various forms of marketing communications can be integrated with advertising

13. Direct marketing Database marketing Direct response advertising

14. Direct sales Direct response advertising Personal direct selling Telemarketing Direct mail Catalog sales Direct-response print advertising Direct-response broadcast advertising

15. Gathering information Providing information Fulfilling orders Building relationships Role of Personal Selling in IMC

16. Sales Promotion Strategies and Tactics Push strategies Pull strategies Trade promotions Trade advertising Consumer sales promotions Consumer advertising

17. Trade promotions Slotting allowances Trade deals Diverting Forward buying Display allowances Buyback allowances Advertising allowances Co-op advertising

18. Point-of-purchase (POP) materials Coupons Electronic coupons and convenience cards Consumer sales promotions

19. Sampling Polybagging Combination offers Contests and sweepstakes In-store sampling

20. Public Relations The management function that focuses on the relationships and communications that individuals and organizations have with other groups for the purpose of creating mutual goodwill

21. Public Relations Advertising Free media Paid media Not openly sponsored Openly sponsored Imprecise placement Precise placement

22. News releases and press kits News release Press kit

23. Types of Sponsorships Sportsmarketing Entertainmentmarketing FestivalsFairsEvents Causes Arts and culture Venuemarketing

24. Creative Strategy and the Creative Process Shows how advertising strategies are translated into creative briefs and message strategies that guide the creative process

25. Formulating Advertising Strategy: The Key to Great Creative Target Audience Product Concept Communications Media Advertising Message

26. Writing the Creative Brief (Copy Platform) Who?Who? Behavioristic Geographic Demographic Psychographic

27. Why? Emotiona l Appeals Emotiona l Appeals RationalAppeals Rational Appeals

28. Writing the Creative Brief (Copy Platform) What? Special product features? Claim support? Product positioning Product personality or image Perceived strengths and weaknesses

29. Writing the Creative Brief (Copy Platform) Where and When? What style, approach, and tone?