Marketing Plan : Product specific, market specific,or company-wide plan that describes activitiesinvolved in achieving specific marketing objectiveswithin a set timeframe.Marketing Process :The Marketing process consists of analysingmarketing opportunities , researching and selectingtarget market, designing market strategies,planning marketing programmes and organising ,implementing and controlling the market efforts.
3 : Objectives : Financial , Marketing4: Marketing Strategy :Target Market ServicePositioning AdvertisingProduct Line Sales PromotionPrice Research and DevelopmentDistribution OutletsSales Force Marketing Research4: Action Programme5: Projected Profit and Loss Statement
Effect of Marketing Plan on Advertising :1: It helps managers to analyse and improve all company operations including past marketing and advertising programmes.2: Dictates role of advertising in the marketing mix.3 : Provides focus and guidance4: It enables better implementation, control and continuityof advertising programmes.5: Ensures efficient allocation of advertising budget.
Advertising Plan :An outline of what goals an advertising campaign shouldachieve, how to accomplish those goals, and how todetermine whether or not the campaign was successfulin obtaining those goals.Advertising plan is natural outgrowth of marketing planand is prepared in much the same way.
1: Review of Marketing2: Setting Advertising Objective Understanding what advertising can do Advertising Pyramid Action Desire Conviction Interest Awareness
3: Advertising Strategy:Advertising Strategy describes that how to get the objectiveAdvertising Strategy blends the elements of creative mix: The target audience:The product concept: The communication media: The advertising message( The product concept : How ad will present the product and howperceived by the audience.)
The Communication Media : The message Delivery SystemThe Advertising Message : What the advertising communicates Ad Budget : Allocation of Funds for Advertising The Secret of Successful Planning Advertising is an investment in future sales
Methods of allocation funds :1: Percentage of Sales Method : Most Popular and based on thepercentage of last years sales , anticipated sales of next year orCombination of two.2: Share of Market/Share of Voice Method: Setting a goal forA certain portion of market and then apply the same percentageTo their budget.Commonly used for new products
3: Objective Task Method/Budget Build Up Method:Three Steps :1: Defining Objective2: Determining Strategy3: Estimating CostAfter specific marketing objectives have been set, the advertiser developsprogrammes to attain them.4: Additional Method:The Empirical research Method : Experimentation to determine the bestlevel of advertising expenditure .Quantitative Mathematical Method:
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