ReviewSlide 2Slide 3Slide 4Slide 5Slide 6Bottom-Up Marketing: How Small Companies PlanSlide 8Slide 9Slide 10Slide 11Slide 12Slide 13Slide 14Role of Personal Selling in IMCSales Promotion Strategies and TacticsSlide 17Slide 18Slide 19Slide 20Slide 21Slide 22Types of SponsorshipsSlide 24Formulating Advertising Strategy: The Key to Great CreativeWriting the Creative Brief (Copy Platform)Slide 27Slide 28Slide 29ReviewReviewMajor Topics:Major Topics:1.1.Marketing PlanningMarketing Planning2.2.Integrated Marketing Integrated Marketing CommunicationsCommunications3.3.Media PlanningMedia Planning4.4.Direct MarketingDirect Marketing•Personal SellingPersonal Selling•Sales PromotionSales Promotion•Public Relations – Press ReleasePublic Relations – Press Release5.5.Creative Strategy and the Creative ProcessCreative Strategy and the Creative Process6.6.The Creative BriefThe Creative Brief7.7.Art and Copy (Chapter 13)Art and Copy (Chapter 13)8.8.Producing Ads (Chapter 14)Producing Ads (Chapter 14)ReviewReviewReviewReviewMarketing PlanningMarketing PlanningTop-down marketingSituation analysisMarketing objectivesMarketing strategyMarketing tacticsCorporate objectivesMarketing objectivesMarketing objectivesNeed-satisfying Need-satisfying objectivesobjectivesSales-target objectivesSales-target objectivesMarketing objectivesMarketing objectivesSituation analysisSituation analysisMarketing objectivesMarketing objectivesSituation analysisSituation analysisMarketing StrategyMarketing StrategySelecting the target Selecting the target marketmarketPositioning the productPositioning the productDetermining the Determining the marketing mixmarketing mixMarketing objectivesMarketing objectivesSituation analysisSituation analysisMarketing StrategyMarketing StrategyMarketing tacticsMarketing tacticsBottom-Up Marketing: How Bottom-Up Marketing: How Small Companies PlanSmall Companies PlanMarketingMarketing resultsresultsMarketingMarketing strategystrategyMarketing tacticsMarketing tacticsImportance of relationshipsCost of lost Cost of lost customers customers (LTCV)(LTCV)Cost of Cost of acquiring acquiring new new customerscustomersValue of loyal Value of loyal customerscustomersCreative MixCreative MixTarget audienceTarget audienceProduct Product conceptconceptCommunications Communications mediamediaAdvertising Advertising mediamediaPlanning Media Strategy: Planning Media Strategy: Finding Links to the MarketFinding Links to the MarketShows how communications Shows how communications media help advertisers achieve media help advertisers achieve marketing and advertising marketing and advertising objectivesobjectivesEffectiveEffectivereachreachEffectiveEffectivereachreachEffectiveEffectivefrequencyfrequencyEffectiveEffectivefrequencyfrequencyAdvertisingAdvertisingresponse curveresponse curveAdvertisingAdvertisingresponse curveresponse curveRelationship Building: Relationship Building: Direct Marketing, Personal Direct Marketing, Personal Selling, and Sales Selling, and Sales PromotionPromotionEmphasizes the importance of Emphasizes the importance of relationship marketing and relationship marketing and demonstrates how various forms demonstrates how various forms of marketing communications can of marketing communications can be integrated with advertisingbe integrated with advertisingDirect marketingDirect marketingDatabase marketingDatabase marketingDirect response Direct response advertisingadvertisingDirect salesDirect salesDirect response advertisingDirect response advertisingPersonal direct Personal direct sellingsellingTelemarketing Telemarketing Direct mailDirect mailCatalog salesCatalog salesDirect-response Direct-response print advertisingprint advertisingDirect-response Direct-response broadcast broadcast advertisingadvertisingGathering informationGathering informationProviding informationProviding informationFulfilling ordersFulfilling ordersBuilding Building relationshipsrelationshipsRole of Personal Selling in IMCRole of Personal Selling in IMCSales Promotion Strategies Sales Promotion Strategies and Tacticsand TacticsPush strategiesPush strategiesPull strategiesPull strategiesTrade Trade promotionspromotionsTrade Trade advertisingadvertisingConsumer Consumer sales sales promotionspromotionsConsumer Consumer advertisingadvertisingTrade Trade promotionspromotionsSlotting allowancesSlotting allowancesTrade dealsTrade dealsDiverting Diverting Forward buyingForward buyingDisplay allowancesDisplay allowancesBuyback allowancesBuyback allowancesAdvertising allowancesAdvertising allowancesCo-op advertisingCo-op advertisingPoint-of-purchase (POP) Point-of-purchase (POP) materialsmaterialsCouponsCouponsElectronic coupons and Electronic coupons and convenience cardsconvenience cardsConsumer Consumer sales sales promotionspromotionsSamplingSamplingPolybaggingPolybaggingCombination offersCombination offersContests and sweepstakesContests and sweepstakesIn-store samplingIn-store samplingPublic RelationsPublic RelationsThe management function that focuses The management function that focuses on the relationships and on the relationships and communications that individuals and communications that individuals and organizations have with other groups organizations have with other groups for the purpose of creating mutual for the purpose of creating mutual goodwillgoodwillPublicPublic RelationsRelationsAdvertisingAdvertisingFree mediaFree mediaPaid mediaPaid mediaNot openly sponsoredNot openly sponsoredOpenly sponsoredOpenly sponsoredImprecise placementImprecise placementPrecise placementPrecise placementNews releases and press kitsNews releases and press kitsNews releaseNews releasePress kitPress kitTypes of SponsorshipsTypes of SponsorshipsSportsSportsmarketingmarketingEntertainmentEntertainmentmarketingmarketingFestivalsFestivalsFairsFairsEventsEventsCausesCausesArts andArts andculturecultureVenueVenuemarketingmarketingCreative Strategy and the Creative Strategy and the Creative ProcessCreative ProcessShows how advertising Shows how advertising strategies are translated strategies are translated into creative briefs and into creative briefs and message strategies that message strategies that guide the creative processguide the creative processFormulating Advertising Strategy: The Key to Great CreativeTargetAudienceProductConceptCommunicationsMediaAdvertisingMessageWriting the Creative Brief Writing the Creative Brief (Copy Platform)(Copy