Chapter 8

Report
Chapter 8
Marketing and Advertising
Planning
McGraw-Hill/Irwin
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter Overview
Describes the process of marketing
and advertising planning…
top-down, bottom-up, and IMC
8-2
Chapter Objectives
Explain the role &
importance of a
marketing plan
Give examples of
communications & sales
target objectives
Describe how marketing
& advertising plans are
related
Discuss the suitability of
traditional and IMC
planning
Explain the difference
between objectives &
strategies
Explain how advertising
budgets are determined
Describe how share-of-market/share-ofvoice budgeting can be used
8-3
Content of a Marketing Plan
State the organization’s mission
Assess the current marketing situation
Identify factors that hinder or help
achievement of marketing objectives
Describe strategies to achieve objectives
State how the strategy will be implemented
Explain how marketing efforts will be evaluated
Propose a marketing budget
8-4
Top-Down Marketing Plan
8-5
Situation Analysis
Strengths
SWOT
Analysis =
Weaknesses
Opportunities
Threats
8-6
Marketing Objectives
Sales Target
Objectives
Communication
Objectives
Sales volume
Brand recognition
Gross profits
Benefit understanding
Distribution points
Positive attitudes
Market share
Buy intentions
8-7
Defining Advertising Goals
Action
Conviction
Comprehension
Awareness
DAGMAR Method
8-8
The Marketing Strategy
Develop market mix for each target
Determine the strategic position
Define the target markets
8-9
Approaches to Positioning
Attributes
Price/Quality
Use/Application
Product Class
Product User
Bic uses the infinity
symbol to imply that their
pens last a long time
Competition
Cultural symbol
8-10
The Marketing Mix
Distribution
Product
Company
controlled
elements
Price
Communications
8-11
Bottom-Up Marketing Plan
8-12
Relationship Marketing
Focus on customers, not
products
Market relationships, not
transactions
Keys to Building
Brand Equity
Deliver superior value
8-13
Relationship Marketing
The Importance of Relationships
Cost of lost
customers
(LTCV)
Cost of acquiring
new customers
Value of loyal
customers
8-14
Levels of Relationships
Partnership
Proactive
Accountable
Reactive
Transactional
(Basic)
8-15
Levels of Relationships
Customers
Profit Margin
High
Medium
Low
Many
Accountable
Reactive
Basic
Medium
Proactive
Accountable
Basic
Few
Partnership Accountable
Reactive
8-16
Using IMC to Make Relationships Work
DeScenza:
preserving
brand value
requires
careful
attention to
consumer
“touch points”
8-17
Using IMC to Make Relationships Work
Levels of Integration
8-18
Using IMC to Make Relationships Work
Planned
Product
Service
Unplanned
Sources of Brand Messages
8-19
Using IMC to Make Relationships Work
The Integration Triangle
Say
Planned messages
Confirm
Do
Unplanned messages
Product & service
messages
8-20
Using IMC to Make Relationships Work
IMC Macro
Model
8-21
Using IMC to Make Relationships Work
Wang-Schultz
IMC Planning
ModeI
8-22
The Advertising Plan: Review Mktg Plan
Where is the company going?
How will it get there?
What did the SWOT analysis uncover?
What role does advertising play?
What are the short- and long-term goals?
8-23
The Advertising Plan: Setting
Objectives
Traditional Advertising Pyramid
8-24
The Advertising Plan: New Model
Feedback circle replaces the IMC pyramid
8-25
Strategy & the Creative Mix
Target
Audience
Advertising
Message
Product
Concept
Communications
Media
8-26
Strategy & the Creative Mix
Enhanced
Kim-Lord Grid
8-27
Strategy & the Creative Mix
There are many ways to deliver a message
without using traditional media: cement mixers
8-28
Sales/Profit Relationship
8-29
Business Environment Variables
Economic
Social
Political
Legal
8-30
Allocating Funds for Advertising
Methods of Allocating Funds
Sales
Percentage
Market
Share
Objective/
Task
Empirical
Research
8-31
Advertising Fallacies
Advertising is a result of sales
Advertising creates sales
8-32

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