Marketing & Advertising Planning

You can download this presentation at: www.cleverpresentations.com Please visit www.cleverpresentations.com for more presentations on marketing, strategy and case solution

The effect of the marketing plan on Advertising It helps managers analyze and improve all company operations, including marketing and advertising programs It dictates the role of advertising in the marketing mix It enables better implementation, control and continuity of advertising programs It ensures the most effective allocation of advertising dollars

It helps managers analyze and improve all company operations, including marketing and advertising programs

It dictates the role of advertising in the marketing mix

It enables better implementation, control and continuity of advertising programs

It ensures the most effective allocation of advertising dollars

Top-down marketing Bottom-up model Relationship Marketing Integrated Marketing Communication Model Companies have a choice in how they plan

Top-down marketing

Bottom-up model

Relationship Marketing

Integrated Marketing Communication Model

Top Down Marketing Situation Analysis Marketing Objectives Marketing Strategy Marketing Tactics Company’s SWOT Derived from Corporate Objectives Target market, Positioning, Marketing Mix Action Programs

Bottom Up Marketing Derived from Corporate Objectives Target market, Positioning, Marketing Mix Singular Competitive Mental Angle Situation Analysis Marketing Objectives Marketing Strategy Marketing Tactics Company’s SWOT

Creating, maintaining, and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value. Value defined as: The ratio of perceived benefits to the price of the product. Relationship Marketing

Creating, maintaining, and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value.

Value defined as:

The ratio of perceived benefits to the price of the product.

Relationship levels as a function of profit margin and number of customers Number of Customers Accountable Reactive Basic Basic Partnership Accountable Accountable Proactive Reactive Profit margins Few Medium Many High Medium Low

The Integration Triangle Confirm Say Do Planned messages Product, services messages Unplanned messages

The Advertising Plan Reviewing the Marketing Plan Setting Advertising Objectives Advertising Strategy & the Creative Mix Target audience Product Concept Ads Message Comm.- Media

The Advertising Pyramid Action Desire Conviction Comprehension Awareness

In consumer goods marketing, increases in market share are closely related to increases in marketing budget. And market share is the prime indicator of profitability Sales normally increase with additional advertising. At some point however the return platen plateaus and then declines Sales response to advertising may build over time, but the durability of advertising is brief, so a consistent investment is important The Relationship of Advertising to Sales to Profits

In consumer goods marketing, increases in market share are closely related to increases in marketing budget. And market share is the prime indicator of profitability

Sales normally increase with additional advertising. At some point however the return platen plateaus and then declines

Sales response to advertising may build over time, but the durability of advertising is brief, so a consistent investment is important

There are minimum levels below which advertising expenditures have no effect on sales There will be some sales even if there is no advertising Culture and competition impose saturation limits above which no amount of advertising can increase sales The Relationship of Advertising to Sales to Profits

There are minimum levels below which advertising expenditures have no effect on sales

There will be some sales even if there is no advertising

Culture and competition impose saturation limits above which no amount of advertising can increase sales

Thank You