contemporary advertising 11e chapter 8

chapter8

Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e

Marketing and Advertising Planning:

Top-Down,Bottom-Up, and IMCDescribes the process of marketing

and advertising planning

Chapter

8-3

Describe how share-of-market/share-of-voice budgeting can be used

Chapter 8 Objectives

Explain the role & importance of a marketing plan

Describe how marketing & advertising plans are related

Explain the difference between objectives &

strategies

Give examples of need-satisfying & sales-target

objectivesDiscuss the suitability of

top-down, bottom-up, & IMC planning

Explain how budgets are set

8-4

Sales-TargetTarget Market

Positioning

Marketing Mix

Need-Satisfying

Marketing

Corporate

Situation Analysis

The Marketing Plan:Top-Down

Marketing Objectives

Marketing Strategy

Marketing Tactics

8-5

Mountain Dew’s original target market, product positioning, and marketing mix

The Marketing Plan:Top-Down

8-6

The Marketing Plan: Top-Down

Ad for tourism in North Carolina: marketing strategies based on need-satisfying objectives

Insert photo 8.3, p. 239

North Carolina tourism ad

Position = 2.9” horizontal, 1.5” vertical

Size = 5.7” WIDE

Resolution = 300 dpi

8-7The Marketing Plan:Bottom-Up

Marketing Results

Marketing Tactics

Marketing Strategy

8-8The New Marketing Mantra:Relationship Marketing

Keys to Building

Brand Equity

Market relationships, not

transactions

Customers, not products, are

focus

Know that customer has

choices

8-9

Value of loyal customers

Cost of acquiring new customers

Cost of lost customers

(LTCV)

The New Marketing Mantra:Relationship MarketingThe Importance of Relationships

8-10The New Marketing Mantra:Levels of Relationships

Transactional(Basic)

Reactive

Accountable

Proactive

Partnership

8-11The New Marketing Mantra:Levels of Relationships

Profit Margin

High Medium Low

Many Accountable Reactive Basic

Medium Proactive Accountable Basic

Few Partnership Accountable Reactive

Nu

mb

er

of C

ust

om

ers

8-12

De Beers ad: product messages and consistency of a desired image

Insert photo 8.8, p. 247

DeBeers ad

Position = 2.9” horiz., 1.5” vertical

Size = 4.6” TALL

Resolution = 300 dpi

Using IMC to MakeRelationships Work

8-13

Levels of Integration

Insert ex. 8.4, p. 248

Levels of integration

Position = 2.9” horizontal, 1.5” vertical

Size = 5.7” WIDE

Resolution = 300 dpi

Using IMC to MakeRelationships Work

8-14Using IMC to MakeRelationships Work

Planned Product

Service Unplanned

Sources ofBrand Messages

8-15Using IMC to MakeRelationships Work

The Integration Triangle

Say

Planned messages

Do

Product & servicemessages

Confirm

Unplanned messages

8-16Using IMC to MakeRelationshipsWorkIMC macro model

Insert ex. 8.6, p. 250

IMC macro model

Position = .35” horizontal, 0.4” vertical

Size = 4.9” WIDE

Resolution = 300 dpi

8-17Insert ex. 8.7, p. 251

Wang-Schultz IMC planning model

Position = .35” horizontal, 0.4” vertical

Size = 4.9” WIDE

Resolution = 300 dpi

Using IMC to MakeRelationshipsWorkWang-Schultz IMC planning model

8-18The Advertising Plan:Reviewing the Marketing Plan

SWOT Analysis

Opportunities

Strengths Weaknesses

Threats

8-19The Advertising Plan:Setting Objectives

The traditional advertising pyramid

Insert ex. 8.8, p. 253

Advertising pyramid

Position = 2.9” horizontal, 1.5” vertical

Size = 4.6” TALL

Resolution = 300 dpi

8-20The Advertising Plan:New Model

The feedback circle replaces the pyramid in IMC

Insert ex. 8.9, p. 255

Feedback circle

Position = 2.9” horizontal, 1.5” vertical

Size = 4.6” TALL

Resolution = 300 dpi

8-21The Advertising Plan:Strategy & the Creative Mix

TargetAudience

ProductConcept

CommunicationsMedia

AdvertisingMessage

8-22The Advertising Plan:Strategy & the Creative Mix

Enhanced 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

8-23The Advertising Plan:Strategy & the Creative Mix

Delivering a message without traditional media: New York firehouses

Insert photo 8.13, p. 258

New York firehouses/Call the mayor

Position = 2.9” horizontal, 1.5” vertical

Size = 5.7” WIDE

Resolution = 300 dpi

8-24The Advertising Plan:Strategy & the Creative Mix

GMC and the product concept Insert photo 8.12, p. 255

GMC truck ad

Position = 2.9” horizontal, 1.5” vertical

Size = 5.7” WIDE

Resolution = 300 dpi

8-25

Allocating Funds for Advertising

Methods of allocating funds

Sales Percentage

Objective/ Task

Market Share

Empirical Research