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Marketing and Advertising Planning
 
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In this presentation, we will introduce you to the concept of creating a marketing plan, analyzing the situation by setting objectives and strategy. We will also discuss the importance of positioning ...

In this presentation, we will introduce you to the concept of creating a marketing plan, analyzing the situation by setting objectives and strategy. We will also discuss the importance of positioning a brand, product and advertising. We will also talk about allocation of funds and strategizing an advertising campaign.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html

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    Marketing and Advertising Planning Marketing and Advertising Planning Presentation Transcript

    • Chapter No. 4 Page No. 33 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING MARKETING PLAN: CONTAINS INFORMATION ABOUT ORGANISATIONAL IMPORTANT ELEMENTS THE SITUATION ANALYSIS THE MARKETING OBJECTIVES THE MARKETING STRATEGY THE ACTION PLAN
    • Chapter No. 4 Page No. 34 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING THE SITUATIONAL ANALYSIS ORGANISATIONAL HISTORY AND CURRENT SITUATION IS CONSIDERED PRODUCTS, SERVICES, SALES, MARKET SHARES, COMPETITIVE POSITION, MARKETS SERVED, DISTRIBUTION SYSTEMS PAST ADVERTISING, STRENGTHS AND WEAKNESSES OF THE COMPANY IT ALSO INVOLVES RESEARCH ESPECIALLY MARKET ANALYSIS AND CONSUMER BEHAVIOURAL RESEARCH.
    • Chapter No. 4 Page No. 34 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING MARKETING OBJECTIVES TOTAL SALES VOLUME SALES VOLUME BY PRODUCTS, MAREKT SEGMENTS, CUSTOMER-TYPE MARKET SHARE GROWTH RATE OF SALES VOLUME CONT…..
    • Chapter No. 4 Page No. 34 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING MARKETING OBJECTIVES GROSS PROFIT PRODUCT LINE –TO ADD OR TO DELETE DEVELOP PRICING POLICIES TRAINING FOR SALES PERSONS SOCIAL OBJECTIVES.
    • Chapter No. 4 Page No. 35 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING MARKETING STRATEGY OBJECTIVES LEAD TO STRATEGIES STRATEGIES GUIDE US HOW TO ACHIEVE OBJECTIVES SELECT THE TARGET MARKET DETERMINE THE MARKETING MIX FOR THE MARKET POSITION THE PRODUCT IN EACH MARKET
    • Chapter No. 4 Page No. 36 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING BRAND POSITIONING POSITIONING IS NOT WHAT YOU DO TO THE PRODUCT POSITIONING IS WHAT YOU DO TO THE MIND OF THE PROSPECT POSITIONING MAY LEAD TO COSMETIC CHANGES IN THE PRODUCT’S NAME, PRICE AND PACKAGING BUT FAR MORE IMPORTANT IS THE PSYCHOLOGICAL POSITIONING OF POTENTIAL PRODUCTS REPOSITIONING OF EXISTING PRODUCTS PRODUCT POSITIONER DOES SOMETHING TO THE PRODUCT, AS WELL AS SOMETHING TO THE MIND.
    • Chapter No. 4 Page No. 36 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING MEANING OF PRODUCT POSITIONING “THE ACT OF DESIGNING THE COMPANY’S OFFER SO THAT IT OCCUPIES A DISTINCT AND VALUED PLACE IN THE MIND OF THE TARGET CUSTOMERS” = KOTLER. POSITIONING MAY BE MARKET POSITIONING PSYCHOLOGICAL POSITIONING
    • Chapter No. 4 Page No. 37 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING MARKET POSITIONING IT IS A THREE STEP PROCESS : IDENTIFY MARKET OPPORTUNITIES SEGMENT THE MARKET AND SELECT THE RIGHT SEGMENT DEVICE A COMPETITIVE STRATEGY
    • Chapter No. 4 Page No. 37 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING PSYCHOLOGICAL POSITIONING IT GROWS OUT OF MARKET POSITIONING. IT TRIES TO ESTABLISH A DISTINCTIVE CORPORATE OR PRODUCT IDENTITY FOR WHICH IT USES TOOLS OF COMMUNICATION SUCH AS ADVERTISING, PUBLIC RELATIONS, POINT OF PURCHASE etc.
    • Chapter No. 4 Page No. 38 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING PERCEPTUAL MAPPING FOR POSITIONING PERCEPTUAL SPACE MAP (PSM) SHOWS THE PERCEIVED RELATIVE POSITIONS OF PRODUCTS ALONGWITH DIFFERENT DIMENSIONS. THE ATTRIBUTES OR DIMENSIONS OF A PRODUCT ARE IDENTIFIED BY QUALITATIVE RESEARCH LIKE DEPTH INTERVIEWS.
    • Chapter No. 4 Page No. 39 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING ADVERTISING POSITIONING AN AVERAGE PERSON CAN RARELY NAME MORE THAN SEVEN BRANDS = GEOGE A. MILLER ADVERTISING HAS TO ESTABLISH THE BRAND IN A COMMANDING POSITION IN THE MIND SETS OF CONSUMERS
    • Chapter No. 4 Page No. 40 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING ADVERTISING POSITIONING POSITIONING IN THE CONSUMER’S MIND IS THE END PROCESS OF FILTERING INFORMATION ABOUT: THE PRODUCT ATTRIBUTES THE PACKAGING THE PRICE THE IMAGE OF THE PRODUCT CREATED BY ADVERTISING.
    • Chapter No. 4 Page No. 40 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING RESEARCH FOR POSITIONING INVESTIGATE WHAT CONSUMERS DO WITH THE PRODUCT ATTITUDINAL INFORMATION SHOULD BE DEVELOPED ACCORDING TO THE PURPOSE FOR WHICH THE BRAND IS USED TO ASK WHY A PRODUCT IS NOT BEING USED TO IDENTIFY WHERE THE EXISTING BRANDS ARE PLACED IN THE CONSUMER’S MIND
    • Chapter No. 4 Page No. 42 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING BRAND PERSONALITY BRANDS ARE MUCH LIKE PEOPLE THEY HAVE CERTAIN PHYSICAL CHARACTERISTICS, SKILLS AND ABILITIES, CERTAIN ASSOCIATIONS AND ATTITUDES LIKE AN INDIVIDUAL, A BRAND TOO IS A BLEND OF ALL THE ABOVE. THE BRAND THEREFORE APPEALS TO SENSES, TO REASON AND TO EMOTIONS.
    • Chapter No. 4 Page No. 42 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING POSITIONING OPTIONS ADVERTISERS CAN CHOOSE TO POSITION A PRODUCT ON ITS ATTRIBUTES AND BENEFITS BY IDENTIFYING A TARGET MARKET FOR THEM ON THE BASIS OF PRODUCT USAGE AGAINST A COMPETITOR OR AS PRODUCT CATEGORY
    • Chapter No. 4 Page No. 46 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING DAGMAR APPROACH ACCORDING TO DAGMAR APPROACH, THE COMMUNICATION TASK OF THE BRAND IS TO GAIN AWARENESS COMPREHENSION CONVICTION IMAGE ACTION DAGMAR TREATS AN ADVERTISING GOAL AS A COMMUNICATION TASK, TO BE ACHIEVED AMONG A DEFINED AUDIENCE IN A GIVEN PERIOD OF TIME.
    • Chapter No. 4 Page No. 47 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING ADVERTISING STRATEGY IT COMBINES THE TASK OF SELECTING THE MEDIA AND DESIGNING AN EFFECTIVE MESSAGE TO SEEK THE ANSWERS FOR THE FOLLOWING QUESTIONS WHAT ARE OUR BUSINESS GOALS ? WHAT KIND OF PEOPLE DO WE NOW SELL TO? WHAT KIND OF PEOPLE SHOULD WE SELL TO? HOW THESE PEOPLE THINK, FEEL , AND BELIEVE OUR COMPETITION? WHICH KEY THOUGHT SHOULD WE PUT INTO THE MINDS OF THOSE PEOPLE TO MAKE THEM FEEL, THINK, DO AND BELIEVE THE WAY WE WANT THEM TO ?
    • Chapter No. 4 Page No. 48 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING ALLOCATING FUNDS FOR ADVERTISING ( MONEY DRIVES BOTH MARKETING AND ADVERTISING PLANS) ADVERTISING MUST JUSITFY THE EXPENDITURE IT MAKES ADVERTISING IS AN INVESTMENT IN FUTURE SALES IT BUILDS CONSUMER PREFERENCE AND CREATES GOOD WILL CONSUMER’S LOYALTY IS EARNED ADVERTISING HAS A RELATIONSHIP TO SALES AND PROFIT
    • Chapter No. 4 Page No. 48 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING ALLOCATING FUNDS FOR ADVERTISING( METHODS TO DETERMINE HOW MUCH TO SPEND ON ADVERTISING ) AFFORDABILITY METHOD PERCENTAGE-OF-SALES METHOD COMPETITIVE METHOD OBJECTIVE AND TASK METHOD ADDITIONAL METHODS
    • Chapter No. 4 Page No. 49 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING ADVERTISING CAMPAIGN CAMPAIGN IS A MILITARY EXPRESSION IN ADVERTISING IT IS USED TO MEAN: ORGANISED AND PLANNED USE OF ADVERTISING FOR ACCOMPLISHING A DEFINITE PURPOSE
    • Chapter No. 4 Page No. 50 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING WHAT IS AN ADVERTISING CAMPAIGN A CAMPAIGN IS A CO-ORDINATIVE EFFORT OF PROMOTION OF A PARTICULAR PRODUCT / SERVICE DURING A PARTICULAR PERIOD OF TIME TO ATTAIN PRE-DECIDED OBJECTIVES
    • Chapter No. 4 Page No. 50 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING WHY TO ADVERTISE IN TERMS OF CAMPAIGN? BUYERS ARE FORGETFUL OF ERRATICALLY APPEARING ADS DUE TO A CLUTTER OF LARGE NUMBER OF ADS MESSAGES, THEY OVERLOOK NEW PROSPECTS EMERGE OVER A PERIOD OF TIME CAMPAIGNS FORCE US TO LOOK ON ADVERTISING EFFORT RETROSPECTIVELY SO AS TO IMPROVE IT
    • Chapter No. 4 Page No. 51 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING CAMPAIGN PLANNING THE DEMOGRAPHIC AND PSYCHOGRAPHIC STUDY OF CONSUMERS CONSTITUTING A MARKET IS A MUST TO CREATE ADVERTISEMENTS FOR THE RIGHT TARGET AUDIENCE WITH THE RIGHT TYPE OF APPEALS
    • Chapter No. 4 Page No. 51 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING PARAMETERS GOVERNING THE CAMPAIGNS THE TOTAL ADVERTISING BUDGET THE MEDIA AVAILABILITY THE CONSUMER PROFILE THE PRODUCT PROFILE THE CAMPAIGN’S DURATION AND ITS TIMING CONT…..
    • Chapter No. 4 Page No. 51 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING PARAMETERS GOVERNING THE CAMPAIGNS THE ADVERTISING AND MARKETING OBJECTIVES THE DISTRIBUTION CHANNELS THE MARKETING ENVIRONMENT INCLUDING PRESSURE GROUPS AND COMPETITORS A REVIEW OF PREVIOUS ADVERTISSING / PROMOTIONAL EFFORT THE CREATIVE CONSIDERATION THE NEW PLAN
    • Chapter No. 4 Page No. 52 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING WHILE PLANNING AN ADVERTISING CAMPAIGN IDENTIFY THE PROBLEM THE BUDGET PRE-TESTING TARGET AUDIENCE MEDIA SELECTION THE LAGUAGE THE VISUAL AND THE COPY TIMING AND DURATION POST-TESTING EFFECTS ON SALES
    • Chapter No. 4 Page No. 52 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING WHY TO PLAN CAMPAIGNS? TO DETERMINE THE MARKET AND ITS POTENTIAL TO OBTAIN THE CONSUMER PROFILE TO STUDY THE CONSUMER PSYCHOLOGY TO KNOW THE FREQUENCY OR SIZE OF BUYING TO DECIDE ABOUT THE CHANNELS AND THEIR SATISFACTORY OPERATION TO BRING ABOUT PRODUCT MODIFICATION TO DETERMINE THE GEOGRAPHICAL SCOPE OF THE CAMPAIGN CONT……
    • Chapter No. 4 Page No. 53 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING WHY TO PLAN CAMPAIGNS? TO DO THE MEDIA PLANNING TO DEVELOP A CENTRAL / CORE IDEA FOR EFFECTIVE CAMPAIGN PLANNING TO DETERMINE THE FUNDAMENTAL HUMAN DESIRE TO WHICH THE ADVERTISEMENT WILL APPEAL TO DETERMINE THE TYPE OF COPY TO DETERMINE THE SCHEDULING AND SPACE BUYING CONT…….
    • Chapter No. 4 Page No. 53 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING WHY TO PLAN CAMPAIGNS? TO PREPARE THE ACTUAL AD COPIES WITH ADOMINANT CENTRAL IDEA THE PLACEMENT OF THE COPY IN THE MEDIA TO RUN THE CAMPAIGN TO DO THE BUDGETING FOR THE CAMPAIGN TO CO-ORDINATE WITH THE GENERAL ADMINISTRATION, SALES STAFF AND OTHER PROMOTIONAL ACTIVITIES
    • Chapter No. 4 Page No. 53 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING BASIS OF CAMPAIGN PLANNING CONCENTRATION DOMINATION REPETITION SIR WILLIAM CRAWFORD
    • Chapter No. 4 Page No. 53 Advertising and Sales Promotion ManagementMARKETING AND ADVERTISING PLANNING THREE PHASES INVOLVED IN THE CREATION OF ANY CAMPAIGN STRATEGY DEVELOPMENT PHASE THE BRIEFING PHASE THE CREATIVE PHASE
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