Marketing & Advertising Planning

Slide 1: Marketing & Advertising Planning Please Visit http://www.cleverpresentations.com

Slide 2: You can download this presentation at: www.cleverpresentations.com Please visit www.cleverpresentations.com for more presentations on marketing, strategy and case solution Please Visit http://www.cleverpresentations.com

Slide 3: 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 Please Visit http://www.cleverpresentations.com

Slide 4: Companies have a choice in how they plan Top-down marketing  Bottom-up model  Relationship Marketing  Integrated Marketing Communication  Model Please Visit http://www.cleverpresentations.com

Slide 5: Top Down Marketing Situation Analysis Company’s SWOT Derived from Corporate Marketing Objectives Objectives Target market, Marketing Strategy Positioning, Marketing Mix Action Programs Marketing Tactics Please Visit http://www.cleverpresentations.com

Slide 6: Bottom Up Marketing Situation Analysis Company’s SWOT Derived from Corporate Marketing Objectives Objectives Target market, Marketing Strategy Positioning, Marketing Mix Singular Competitive Marketing Tactics Mental Angle Please Visit http://www.cleverpresentations.com

Slide 7: 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. Please Visit http://www.cleverpresentations.com

Slide 8: Relationship levels as a function of profit margin and number of customers Profit margins Number of Customers Medium Low High Accountable Reactive Basic Many Basic Medium Proactive Accountable Few Partnership Accountable Reactive Please Visit http://www.cleverpresentations.com

Slide 9: The Integration Triangle Say Planned messages Confirm Do Unplanned Product, services messages messages Please Visit http://www.cleverpresentations.com

Slide 10: The Advertising Plan Target Product Comm.- Ads audience Concept Media Message Advertising Strategy & the Creative Mix Setting Advertising Objectives Reviewing the Marketing Plan Please Visit http://www.cleverpresentations.com

Slide 11: The Advertising Pyramid Action Desire Conviction Comprehension Awareness Please Visit http://www.cleverpresentations.com

Slide 12: 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 Please Visit http://www.cleverpresentations.com

Slide 13: 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 Please Visit http://www.cleverpresentations.com

Slide 14: Thank You Please Visit http://www.cleverpresentations.com