Upload File

chapter 07 mcgraw-hill/irwin copyright © 2009 by the mcgraw-hill companies, inc. all rights...

  • Home
  • Documents
  • chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans
22

Post on 21-Dec-2015

219 views

Category:

Documents


3 download

Report

Tags:

TRANSCRIPT

Page 1: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans
Page 2: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

chapter07

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

Developing Marketing and Advertising Plans

Page 3: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

7-3

Explain how to establish specific, realistic &

measurable advertising objectives

Chapter 7 ObjectivesExplain the role and

importance of a marketing plan

Give examples of need-satisfying and sales-target

objectivesExplain the difference between objectives,

strategies, and tactics

Define top-down, bottom-up & integrated marketing

communications planning

Describe how marketing and advertising plans

are related

Describe how advertising budgets are determined

Page 4: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

7-4

Sales-TargetTarget Market

Positioning

Marketing Mix

Need-Satisfying

Marketing

Corporate

Situation Analysis

The Marketing Plan:Top-Down

Marketing Objectives

Marketing Strategy

Marketing Tactics

Page 5: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

7-5

Mountain Dew’s ads illustrate the effectiveness of careful marketing and advertising planning

The Marketing Plan:Top-Down

Page 6: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

7-6

The Marketing Plan: Top-Down

British Airways ad: marketing strategies based on need-satisfying objectives

Page 7: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

7-7

The Marketing Plan:Bottom-Up

Marketing Results

Marketing Tactics

Marketing Strategy

Page 8: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

7-8

The New Marketing Mantra:Relationship Marketing

Keys to Building

Brand Equity

Market relationships, not

transactions

Customers, not products, are

focus

Know that customer has

choices

Page 9: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

7-9

Value of loyal customers

Cost of acquiring new customers

Cost of lost customers

(LTCV)

The New Marketing Mantra:Relationship Marketing

The Importance of Relationships

Page 10: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

7-10

The New Marketing Mantra:Levels of Relationships

Transactional(Basic)

Reactive

Accountable

Proactive

Partnership

Page 11: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

7-11

The 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 o

f C

ust

om

ers

Page 12: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

7-12

eBay ad: integrated promotion designed to stimulate activity during the summer

Using IMC to MakeRelationships Work

Page 13: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

7-13

Using IMC to MakeRelationships Work

Planned Product

Service Unplanned

Sources ofBrand Messages

Page 14: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

7-14

Using IMC to MakeRelationships Work

The Integration Triangle

Say

Planned messages

Do

Product & servicemessages

Confirm

Unplanned messages

Page 15: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

7-15

Using IMC to MakeRelationships Work

Facilitate interactions between company and customers

To maximize synergy . . .

Ensure consistent positioning

Incorporate socially responsible mission into relationship with

stakeholders

Page 16: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

7-16The Advertising Plan:Reviewing the Marketing

PlanSWOT Analysis

Opportunities

Strengths Weaknesses

Threats

Page 17: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

7-17

The Advertising Plan:Setting Objectives

The traditional advertising pyramid

Page 18: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

7-18

The Advertising Plan:New Model

The feedback circle replaces the pyramid in IMC

Page 19: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

7-19

The Advertising Plan:Determining the Strategy

Advertising Strategy

Media Strategy

Creative Strategy

Page 20: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

7-20

The Advertising Plan:Determining the Strategy

Seattle Chocolate Company: using parody to convey decadence

Page 21: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

7-21

Allocating Funds for Advertising

Sunkist ad: attracting diet-conscious consumers

Page 22: chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans

7-22

Allocating Funds for Advertising

Methods of allocating funds

Sales Percentage

Objective/ Task

Market Share


Chapter Ten LocalMarketing in Emerging Markets Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill

McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, All Rights Reserved

17-1 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved

Local Marketing in Mature Markets Chapter Eight. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

© The McGraw-Hill Companies, Inc., 2002 McGraw-Hill/Irwin

McGraw-Hill/Irwin ©2005 The McGraw-Hill Companies, All rights reserved ©2005 The McGraw-Hill Companies, All rights reserved McGraw-Hill/Irwin

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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

McGraw-Hill/Irwin ©2008 The McGraw-Hill Companies, All Rights

McGraw-Hill/Irwin Copyright © 2008, The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies,

McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

© The McGraw-Hill Companies, Inc., 2003 McGraw-Hill/Irwin

11-1 McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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

McGraw-Hill/Irwin Copyright © 2008 The McGraw-Hill Companies

#14-1 McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights

12-1 McGraw-Hill/Irwin © 2012 The McGraw-Hill Companies, All Rights Reserved McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All

McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill

4 1 Irwin/McGraw Hill

Chapter McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill

10-1 McGraw-Hill/Irwin

Relevant Costs for Decision Making - NELY BACHSIN BLOG · PDF fileChapter Thirteen . McGraw-Hill/Irwin ... McGraw-Hill/Irwin Copyright © 2008, ... McGraw-Hill/Irwin Copyright © 2008,

Irwin / McGraw-Hill

McGraw-Hill/Irwin ©2005 The McGraw-Hill Companies, All rights reserved McGraw-Hill/Irwin

Chapter 11 · Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2001 Chapter 11 Reporting and Interpreting Owners’ Equity. Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc.,

McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill

McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All

1 2-1 McGraw-Hill/Irwin Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc.,

McGraw-Hill/Irwin Copyright © 2004, The McGraw-Hill Companies

McGraw-Hill/Irwin Copyright © 2008, The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Copyright © 2008 The McGraw-Hill Companies, Inc

12-1 McGraw-Hill/Irwin

Irwin/McGraw Hill The McGraw-Hill Companies, Inc., 2000 · Slides by Matthew Will Chapter 2 Irwin/McGraw Hill ©The McGraw-Hill Companies, Inc., 2000. Irwin/McGraw Hill ... " Tools