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chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

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Page 1: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

chapter seven

Developing Marketing and

Advertising Plans

McGraw-Hill/IrwinEssentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

Page 2: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-2

Objectives_1

Explain the role and importance of a marketing plan

Give examples of need-satisfying and sales-target objectives

Explain the difference between objectives, strategies, and tactics in marketing and advertising plans

Page 3: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-3

Objectives_2

Discuss the suitability of top-down, bottom-up, and integrated marketing communications planning

Describe how marketing and advertising plans are related

Explain how to establish specific, realistic, and measurable objectives

Explain how advertising budgets are determined

Page 4: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-4

The Importance of Marketing Planning

The marketing plan assembles all the pertinent facts about– the organization– the market it serves– its products, services, customers, and

competition

Page 5: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-5

Planning Approaches

IntegratedMarketing

CommunicationsModel

Bottom-Up

Model

Top-DownModel

Page 6: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-6

Top-Down Marketing Plan

Situation Analysis

Marketing Objectives

Marketing Strategy

Marketing Tactics

Page 7: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-7

Objectives

Corporate objectives are stated in terms of profit, net worth, financial ratios, and reputation

Marketing objectives relate to the needs of the target market and sales goals– Need-satisfying objectives– Sales-target objectives

Page 8: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-8

Marketing Strategy

Step 1: Define the target market

Step 2: Determine the strategic positioning

Step 3: Develop the marketing mix

Page 9: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-9

Positioning

This ad positions Tide as an alternative

to detergent with bleach.

Page 10: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-10

Positioning Strategy Approaches

Product attribute Price/quality Use/application Product class Product user Product

competitor Cultural symbol

A brand’s position can sometimes be discerned from its tagline:– BMW– Bounty– Sara Lee– Others?

Page 11: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-11

Bottom-up Marketing Plan

Marketing Results

Marketing Strategy

Marketing Tactics

Page 12: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-12

Why are Relationships Important?

The cost of lost customers– Lifetime customer value (LTCV)

The cost of acquiring new customers

The value of loyal customers

Page 13: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-13

Levels of Relationships

Transactional

Reactive

Accountable

Proactive

Partnership

Page 14: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-14

Exhibit 7-3

Relationship levels as a function of

profit margin

and number of customers

Page 15: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-15

Integrated Marketing Communications

The process of building and reinforcing mutually profitable relationships with employees, customers, other stakeholders, and the general public by developing and coordinating a strategic communications program that enables them to have a constructive encounter with the company/brand through a variety of media or other contacts

Page 16: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-16

Integrated Marketing Communications

A Concept A Process

Page 17: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-17

Four Sources of Brand Messages

Planned

Service Unplanned

Product

Page 18: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-18

Exhibit 7-4 The Integration Triangle

Say

Confirm Do

Planned messages

Unplanned messages Product, service messages

Page 19: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-19

The Advertising Plan

Represents an outgrowth of the marketing plan

Organizes the marketing plan’s situation analysis into a SWOT analysis

Sets advertising objectives Determines advertising strategy Sets budget

Page 20: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-20

Exhibit 7-6 The Advertising Pyramid

Action

Awareness

Comprehension

Conviction

Desire

Page 21: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-21

Advertising Strategy

Creative Strategy– Address target

audience– Restates the

objective– Specifies key

benefits to be communicated

– Offers support for benefits

Media Strategy– Defines

communication objectives

– Describes use of media and vehicles

Page 22: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-22

Methods of Allocating Funds

Percentage-of-sales Percentage-of-profit Unit-of-sale Competitive-parity Share-of-market Objective task

Page 23: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-23

Key Terms_1

Action programs Advertising plan Advertising strategy Bottom-up

marketing Corporate objectives Creative strategy Endcap promotion

Integrated marketing communication

Lifetime customer value

Marketing objectives Marketing plan Marketing strategy Media strategy

Page 24: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-24

Key Terms_2

Need-satisfying objectives

Objective/task method

Percentage-of-sales method

Planned messages Positioning Product life cycle

Product messages Relationship

marketing Sales-target

objective Service messages Share-of-market/

share of voice method

Page 25: Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

7-25

Key Terms_3

Situation analysis Stakeholders SWOT analysis Synergy

Tactics Top-down marketing Unplanned

messages Value


Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill

The Business of Advertising Chapter 03 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved

Chapter ten Producing Ads for Print, Electronic, and Digital Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill

chapter 11 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Print Advertising

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Advertising and IMC Media Planning

Chapter six Account Planning and Research McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All

16 Integrated Marketing Communications and International Advertising McGraw-Hill/Irwin International Marketing, 13/e © 2007 The McGraw-Hill Companies,

Essentials of Marketing Chapter 15 Advertising, Publicity, and Sales Promotion McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All

Chapter twelve Electronic Media: Television and Radio McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

International Advertising and Promotion 20 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved

chapter 5 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Marketing & Consumer

1-1. 1-2 McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 17 Advertising and Public Relations

Chapter one Advertising Today and How We Got Here McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

chapter 03 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. The Business of Advertising

Integrated Marketing Communications and International Advertising Chapter 16 McGraw-Hill/Irwin© 2005 The McGraw-Hill Companies, Inc. All rights reserved

chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

International Advertising and Promotion การโฆษณาและส่งเสริมการ ขาย ในตลาดต่างประเทศ McGraw-Hill/Irwin

Regulation of Advertising and Promotion © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Chapter two The Economic, Social, and Regulatory Aspects of Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill

Ethical Aspects of Advertising and Promotion Advertising and Promotion. McGraw-Hill/Irwin© 2004 The McGraw- Hill Companies, Inc., Chapter 22

McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Advertising, Sales Promotion, Public Relations, Direct Marketing, Personal Selling,

Regulation of Advertising and Promotion 21 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved

Chapter 10 · Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2001 $ Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc.,

Out-of-Home, Direct Mail, and Specialty Advertising Chapter 14 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved

McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed 3 Organizing for Advertising and Promotion: The Role of Ad Agencies

Chapter eight Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

chapter 18 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Using Out-of-Home,

chapter 15 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Using Print Media

© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 19-6 TYPES OF ADVERTISEMENTS Advertising Product Advertisements Competitive (or Persuasive)

Global Advertising Chapter 16 © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

chapter 7 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Research: Gathering

chapter Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Economic, Social, and

chapter 16 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Using Electronic Media:

Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights