Presentation is loading. Please wait.

Presentation is loading. Please wait.

Chapter Seven Marketing, Advertising, and IMC Planning

Similar presentations

Presentation on theme: "Chapter Seven Marketing, Advertising, and IMC Planning"— Presentation transcript:

1 Chapter Seven Marketing, Advertising, and IMC Planning
Arens|Schaefer|Weigold Chapter Seven Marketing, Advertising, and IMC Planning Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

2 Learning Objectives Explain the role and importance of a marketing plan Distinguish between objectives, strategies, and tactics in marketing and advertising plans Show what makes IMC planning different from traditional methods

3 Learning Objectives Explain how to establish specific, realistic, and measurable advertising objectives List the various approaches for determining advertising budgets

4 Marketing Plan Directs a company’s marketing effort
Assembles relevant facts about the organization, its markets, products, services, customers, and competition Forces all departments to focus on the customer Lists goals and objectives for specific periods of time

5 Marketing Plan Lays out precise strategies and tactics to achieve them
Length and complexity of the plan depends on the size of the company Ongoing activity

6 Effect of the Marketing Plan on IMC
Helps analyze and improve all company operations Defines the role of advertising in the marketing mix Enables better implementation, control, and continuity of advertising programs Ensures efficient allocation of IMC dollars

7 Exhibit 7.1 - Traditional Top-Down Marketing Plan

8 Marketing Objectives, Strategies, and Tactics
Goals of the marketing effort expressed in terms of the needs of specific target markets and specific sales objectives Marketing Objectives Statement of how the company is going to achieve its marketing objectives Marketing Strategies Specific short-term actions used to achieve marketing objectives Marketing Tactics

9 Exhibit 7.2 - Bottom-Up Marketing Plan

10 Exhibit 7.3 - Relationship Levels and Profit Margins

11 Integrated Marketing Communications (IMC)
Building and reinforcing mutually profitable relationships with the stakeholders and the general public By developing and coordinating strategic communications programs that make contact with a brand through media Synergy: When the sum of the parts is greater than that expected from adding together the individual components

12 Exhibit 17.5 - The Integration Triangle

13 Advertising Plan Reviewing the marketing plan
Information from the situation analysis should be organized into a SWOT analysis Setting advertising objectives Tasks to be taken on by advertising is determined Advertising objectives should be specific, realistic, and measurable

14 Allocating Funds for Advertising
Advertising - Current business expense Increase in market share related to increase in marketing budget in consumer goods marketing Requirement of consistent investment due to brief durability Presence of levels: Below which advertising has no effect on sales Above which additional ad expenditures have no effect on sales

15 Methods of Allocating Funds
Based on a percentage of the previous year’s sales, the anticipated sales for the next year, or a combination of the two Percentage-of-sales Based on: Determining the firm’s goals for a certain share of the market Applying a slightly higher percentage of industry advertising dollars to the budget Share-of-market/share-of-voice Defines objectives and how advertising is to be used to accomplish them Objective/task method

Download ppt "Chapter Seven Marketing, Advertising, and IMC Planning"

Similar presentations

Ads by Google