Slide 1Slide 2ObjectivesThe Marketing PlanApplying Research to Advertising Decision MakingSlide 6Slide 7Bottom-Up Marketing: How Small Companies PlanThe New Marketing Mantra: Relationship MarketingLevels of RelationshipsUsing IMC to Make Relationships WorkIMC: The Concept and the ProcessSlide 13IMC Approach to Marketing and Advertising PlanningThe Advertising PlanAdvertising Strategy and the Creative MixSlide 17Allocating Funds for AdvertisingSlide 19© 2004 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinChapter8Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMCDescribes the process of marketing and advertising planningInsert Siplastad p. 241HEREObjectivesExplain the role and importance of a marketing planDescribe how marketing and advertising plans are relatedExplain the difference between objectives and strategiesGive examples of need-satisfying and sales-target objectivesDiscuss the suitability of top-down, bottom-up, and IMC planningRecognize the important issues in creating survey questionnaires Describe how share-of-market/share-of-voice budgeting can be usedExplain how ad budgets are determinedThe Marketing PlanThe importance of marketing planningMarketing planEffect of the marketing plan on advertisingTop-down marketingSituation analysisMarketing objectivesMarketing strategyMarketing tacticsApplying Research to Advertising Decision MakingCorporate objectivesMarketing objectivesNeed-satisfying objectivesSales-target objectivesMarketing objectivesSituation analysisApplying Research to Advertising Decision MakingMarketing objectivesSituation analysisMarketing StrategySelecting the target marketPositioning the productDetermining the marketing mixApplying Research to Advertising Decision MakingMarketing objectivesSituation analysisMarketing StrategyMarketing tacticsBottom-Up Marketing: How Small Companies PlanMarketing resultsMarketing strategyMarketing tacticsRELATIONSHIP MARKETINGThe New Marketing Mantra: Relationship MarketingTRANSACTIONAL MARKETINGNew Trend:Importance of relationshipsCost of lost customers (LTCV)Cost of acquiring new customersValue of loyal customersLevels of RelationshipsBasic transactionalReactiveAccountableProactivePartnershipUsing IMC to Make Relationships WorkIMC: The Concept and the ProcessEvolution of the IMC conceptHow the customer sees marketing communicationsFour Sources of Brand MessagesIMC: The Concept and the ProcessFour Sources of Brand MessagesPlanned messagesProduct messagesService messagesUnplanned messagesSayDoConfirmINTEGRATION TRIANGLEIMC Approach to Marketing and Advertising PlanningThe Advertising PlanReviewing the marketing planSWOT analysisSetting advertising objectivesUnderstanding what advertising can doThe advertising pyramidThe old model vs. the newAdvertising Strategy and the Creative MixCreative MixTarget audienceProduct conceptCommunications mediaAdvertising mediaAdvertising Strategy and the Creative MixAllocating Funds for AdvertisingRelationship of advertising to sales and profitsMethods of allocating fundsAllocating Funds for AdvertisingMethods of allocating fundsPercentage of salesShare of marketObjective/ taskEmpirical