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Contemporary advertising 11e chapter 8

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    • 1. Chapter chapter 8 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC Describes the process of marketing and advertising planningMcGraw-Hill/IrwinContemporary Advertising, 11e Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
    • 2. 8-3 Chapter 8 ObjectivesExplain the role & importance Describe how marketing & of a marketing plan advertising plans are related Explain the difference Give examples of need- between objectives & satisfying & sales-target strategies objectives Discuss the suitability of top-down, bottom-up, Describe how share-of- & IMC planning market/share-of-voice budgeting can be usedExplain how budgets are set
    • 3. The Marketing Plan: 8-4 Top-Down Situation Analysis Corporate Marketing Marketing Objectives Need-Satisfying Target Market Sales-Target Marketing Strategy Marketing Mix Positioning Marketing Tactics
    • 4. The Marketing Plan: 8-5 Top-DownMountain Dew’soriginal targetmarket, productpositioning, andmarketing mix
    • 5. 8-6 The Marketing Plan: Top-DownAd for tourism inNorth Carolina: Insert photo 8.3, p. 239marketingstrategies based North Carolina tourism adon need-satisfying Position = 2.9” horizontal, 1.5”objectives vertical Size = 5.7” WIDE Resolution = 300 dpi
    • 6. The Marketing Plan: 8-7 Bottom-Up Marketing Results Marketing Strategy Marketing Tactics
    • 7. The New Marketing Mantra: 8-8 Relationship Marketing Customers, not products, are focus Keys to Building Brand Equity Market Know thatrelationships, not customer has transactions choices
    • 8. The New Marketing Mantra: 8-9 Relationship Marketing The Importance of RelationshipsCost of lost Cost of acquiring Value of loyalcustomers new customers customers (LTCV)
    • 9. The New Marketing Mantra: 8-10 Levels of Relationships Partnership Proactive Accountable Reactive Transactional (Basic)
    • 10. The New Marketing Mantra: 8-11 Levels of Relationships Profit Margin High Medium LowNumber of Customers Many Accountable Reactive Basic Medium Proactive Accountable Basic Few Partnership Accountable Reactive
    • 11. Using IMC to Make 8-12 Relationships WorkDe Beers ad:product Insert photo 8.8, p.messages and 247consistency of adesired image DeBeers ad Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi
    • 12. Using IMC to Make 8-13 Relationships WorkLevels of Insert ex. 8.4, p. 248Integration Levels of integration Position = 2.9” horizontal, 1.5” vertical Size = 5.7” WIDE Resolution = 300 dpi
    • 13. Using IMC to Make 8-14 Relationships WorkPlanned Product Sources of Brand MessagesService Unplanned
    • 14. Using IMC to Make 8-15 Relationships Work The Integration Triangle Say Planned messages Confirm DoUnplanned messages Product & service messages
    • 15. 8-16Insert ex. 8.6, p. 250 Using IMCIMC macro model to MakePosition = .35” horizontal, 0.4” Relationshipsvertical WorkSize = 4.9” WIDE IMC macroResolution = 300 dpi model
    • 16. 8-17Insert ex. 8.7, p. 251 Using IMCWang-Schultz IMC planning to Makemodel RelationshipsPosition = .35” horizontal, 0.4”vertical WorkSize = 4.9” WIDE Wang-Schultz IMC planningResolution = 300 dpi model
    • 17. The Advertising Plan: 8-18Reviewing the Marketing Plan SWOT Analysis Strengths Weaknesses Opportunities Threats
    • 18. The Advertising Plan: 8-19 Setting ObjectivesThe traditionaladvertising Insert ex. 8.8, p. 253pyramid Advertising pyramid Position = 2.9” horizontal, 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi
    • 19. The Advertising Plan: 8-20 New ModelThe feedbackcircle replaces Insert ex. 8.9, p. 255the pyramid in Feedback circleIMC Position = 2.9” horizontal, 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi
    • 20. The Advertising Plan: 8-21 Strategy & the Creative Mix Target AudienceAdvertising Product Message Concept Communications Media
    • 21. The Advertising Plan: 8-22 Strategy & the Creative MixEnhanced Kim-Lord grid Insert ex. 8.11, p. 256 Kim-Lord grid Position = 2.9” horizontal, 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi
    • 22. The Advertising Plan: 8-23 Strategy & the Creative MixDelivering a Insert photo 8.13, p. 258message withouttraditional New York firehouses/Call the mayormedia: NewYork firehouses Position = 2.9” horizontal, 1.5” vertical Size = 5.7” WIDE Resolution = 300 dpi
    • 23. The Advertising Plan: 8-24 Strategy & the Creative MixGMC and theproduct concept Insert photo 8.12, p. 255 GMC truck ad Position = 2.9” horizontal, 1.5” vertical Size = 5.7” WIDE Resolution = 300 dpi
    • 24. 8-25 Allocating Funds for Advertising Methods of allocating funds Sales Market Objective/ EmpiricalPercentage Share Task Research

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