Download Arens Contemporary Advertising 10e - Cal State LA

chapter
07
Developing Marketing
and Advertising Plans
McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
7-3
Chapter 7 Objectives
Explain the role and
importance of
a marketing plan
Give examples of needsatisfying 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
Explain how to establish
specific, realistic &
measurable advertising
objectives
Describe how advertising
budgets are determined
7-4
The Marketing Plan:
Top-Down
Situation Analysis
Corporate
Marketing Objectives
Marketing
Need-Satisfying
Target
Market
Sales-Target
Marketing Strategy
Marketing Mix
Positioning
Marketing Tactics
7-5
The Marketing Plan:
Top-Down
Mountain Dew’s
ads illustrate the
effectiveness of
careful
marketing and
advertising
planning
7-6
The Marketing Plan: Top-Down
British Airways
ad: marketing
strategies based
on needsatisfying
objectives
7-7
The Marketing Plan:
Bottom-Up
Marketing Results
Marketing Strategy
Marketing Tactics
7-8
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
7-9
The New Marketing Mantra:
Relationship Marketing
The Importance of Relationships
Cost of lost
customers
(LTCV)
Cost of acquiring
new customers
Value of loyal
customers
7-10
The New Marketing Mantra:
Levels of Relationships
Partnership
Proactive
Accountable
Reactive
Transactional
(Basic)
7-11
The New Marketing Mantra:
Levels of Relationships
Number of Customers
Profit Margin
High
Medium
Low
Many
Accountable
Reactive
Basic
Medium
Proactive
Accountable
Basic
Few
Partnership
Accountable
Reactive
7-12
Using IMC to Make
Relationships Work
eBay ad:
integrated
promotion
designed to
stimulate activity
during the
summer
7-13
Using IMC to Make
Relationships Work
Planned
Product
Sources of
Brand Messages
Service
Unplanned
7-14
Using IMC to Make
Relationships Work
The Integration Triangle
Say
Planned messages
Confirm
Do
Unplanned messages
Product & service
messages
7-15
Using IMC to Make
Relationships Work
To maximize synergy . . .
Ensure consistent positioning
Facilitate interactions between
company and customers
Incorporate socially responsible
mission into relationship with
stakeholders
7-16
The Advertising Plan:
Reviewing the Marketing Plan
SWOT Analysis
Strengths
Weaknesses
Opportunities
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
Creative
Strategy
Media
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 dietconscious
consumers
7-22
Allocating Funds for Advertising
Methods of allocating funds
Sales
Percentage
Market
Share
Objective/
Task