chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights...
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Transcript of chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights...
chapter07
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 ObjectivesExplain the role and
importance of a marketing plan
Give examples of need-satisfying and sales-target
objectivesExplain 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-TargetTarget Market
Positioning
Marketing Mix
Need-Satisfying
Marketing
Corporate
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
High Medium Low
Many Accountable Reactive Basic
Medium Proactive Accountable Basic
Few Partnership Accountable Reactive
Nu
mb
er o
f C
ust
om
ers
7-12
eBay ad: integrated promotion designed to stimulate activity during the summer
Using IMC to MakeRelationships Work
7-13
Using IMC to MakeRelationships Work
Planned Product
Service Unplanned
Sources ofBrand Messages
7-14
Using IMC to MakeRelationships Work
The Integration Triangle
Say
Planned messages
Do
Product & servicemessages
Confirm
Unplanned messages
7-15
Using IMC to MakeRelationships Work
Facilitate interactions between company and customers
To maximize synergy . . .
Ensure consistent positioning
Incorporate socially responsible mission into relationship with
stakeholders
7-16The Advertising Plan:Reviewing the Marketing
PlanSWOT Analysis
Opportunities
Strengths Weaknesses
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