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Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC

Describes the process of marketing and advertising planning. Chapter. Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC. Chapter 8 Objectives. Explain the role & importance of a marketing plan. Describe how marketing & advertising plans are related.

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Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC

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  1. Describes the process of marketingand advertising planning Chapter Marketing and Advertising Planning: Top-Down,Bottom-Up, and IMC

  2. Chapter 8 Objectives Explain the role & importance of a marketing plan Describe how marketing & advertising plans are related Give examples of need-satisfying & sales-target objectives Explain the difference between objectives & strategies Discuss the suitability of top-down, bottom-up, & IMC planning Describe how share-of-market/share-of-voice budgeting can be used Explain how budgets are set

  3. Corporate Marketing Marketing Objectives Need-Satisfying Target Market Sales-Target Marketing Strategy Marketing Mix Positioning Marketing Tactics The Marketing Plan:Top-Down Situation Analysis

  4. The Marketing Plan:Top-Down Mountain Dew’s original target market, product positioning, and marketing mix

  5. The Marketing Plan: Top-Down Ad for tourism in North Carolina: marketing strategies based on need-satisfying objectives Insert photo 8.3, p. 239 North Carolina tourism ad Position = 2.9” horizontal, 1.5” vertical Size = 5.7” WIDE Resolution = 300 dpi

  6. Marketing Results Marketing Strategy The Marketing Plan:Bottom-Up Marketing Tactics

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

  8. Cost of lost customers (LTCV) Cost of acquiring new customers Value of loyal customers The New Marketing Mantra:Relationship Marketing The Importance of Relationships

  9. The New Marketing Mantra:Levels of Relationships Partnership Proactive Accountable Reactive Transactional(Basic)

  10. The New Marketing Mantra:Levels of Relationships Number of Customers

  11. Using IMC to MakeRelationships Work De Beers ad: product messages and consistency of a desired image Insert photo 8.8, p. 247 DeBeers ad Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi

  12. Using IMC to MakeRelationships Work Levels of Integration Insert ex. 8.4, p. 248 Levels of integration Position = 2.9” horizontal, 1.5” vertical Size = 5.7” WIDE Resolution = 300 dpi

  13. Using IMC to MakeRelationships Work Planned Product Sources ofBrand Messages Service Unplanned

  14. Say Planned messages Confirm Do Unplanned messages Product & servicemessages Using IMC to MakeRelationships Work The Integration Triangle

  15. Using IMC to MakeRelationshipsWork Insert ex. 8.6, p. 250 IMC macro model Position = .35” horizontal, 0.4” vertical Size = 4.9” WIDE Resolution = 300 dpi IMC macro model

  16. Using IMC to MakeRelationshipsWork Insert ex. 8.7, p. 251 Wang-Schultz IMC planning model Position = .35” horizontal, 0.4” vertical Size = 4.9” WIDE Resolution = 300 dpi Wang-Schultz IMC planning model

  17. The Advertising Plan:Reviewing the Marketing Plan SWOT Analysis Strengths Weaknesses Opportunities Threats

  18. The Advertising Plan:Setting Objectives The traditional advertising pyramid Insert ex. 8.8, p. 253 Advertising pyramid Position = 2.9” horizontal, 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi

  19. The Advertising Plan:New Model The feedback circle replaces the pyramid in IMC Insert ex. 8.9, p. 255 Feedback circle Position = 2.9” horizontal, 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi

  20. TargetAudience AdvertisingMessage ProductConcept CommunicationsMedia The Advertising Plan:Strategy & the Creative Mix

  21. The Advertising Plan:Strategy & the Creative Mix Enhanced Kim-Lord grid Insert ex. 8.11, p. 256 Kim-Lord grid Position = 2.9” horizontal, 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi

  22. The Advertising Plan:Strategy & the Creative Mix Delivering a message without traditional media: New York firehouses Insert photo 8.13, p. 258 New York firehouses/Call the mayor Position = 2.9” horizontal, 1.5” vertical Size = 5.7” WIDE Resolution = 300 dpi

  23. The Advertising Plan:Strategy & the Creative Mix GMC and the product concept Insert photo 8.12, p. 255 GMC truck ad Position = 2.9” horizontal, 1.5” vertical Size = 5.7” WIDE Resolution = 300 dpi

  24. Sales Percentage Market Share Objective/ Task Empirical Research Allocating Funds for Advertising Methods of allocating funds

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