Contemporary advertising 11e chapter 8
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Transcript of 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