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Marketing Advertising Planning

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Marketing  Advertising Planning Powered By Docstoc
					  Marketing & Advertising
          Planning

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      The effect of the marketing plan
               on Advertising
    It helps managers analyze and improve
     all company operations, including
     marketing and advertising programs
    It dictates the role of advertising in the
     marketing mix
    It enables better implementation, control
     and continuity of advertising programs
    It ensures the most effective allocation of
     advertising dollars


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    Companies have a choice in
         how they plan

     Top-down marketing
     Bottom-up model
     Relationship Marketing
     Integrated Marketing Communication
      Model


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              Top Down Marketing

           Situation Analysis               Company’s SWOT


                                             Derived from Corporate
         Marketing Objectives                Objectives


                                            Target market,
          Marketing Strategy                Positioning, Marketing Mix


           Marketing Tactics                 Action Programs


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             Bottom Up Marketing

              Situation Analysis               Company’s SWOT


                                               Derived from Corporate
            Marketing Objectives               Objectives


                                               Target market,
              Marketing Strategy
                                               Positioning, Marketing Mix

                                               Singular Competitive
               Marketing Tactics               Mental Angle



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        Relationship Marketing

   Creating, maintaining, and enhancing
    long-term relationships with customers
    and other stakeholders that result in
    exchanges of information and other things
    of mutual value.

   Value defined as:
       The ratio of perceived benefits to the price of
        the product.


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                         Relationship levels as a
                      function of profit margin and
                          number of customers
                                              Profit margins
Number of Customers




                                  High            Medium        Low


                        Many    Accountable      Reactive       Basic

                       Medium    Proactive    Accountable       Basic

                        Few     Partnership   Accountable      Reactive


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    The Integration Triangle

                                      Say
                                  Planned
                                  messages



               Confirm                                 Do
             Unplanned                          Product, services
              messages                              messages
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          The Advertising Plan

                   Target  Product         Comm.-    Ads
                  audience Concept          Media   Message
                          Advertising Strategy
                           & the Creative Mix


                   Setting Advertising Objectives



                   Reviewing the Marketing Plan

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            The Advertising Pyramid


                                        Action

                                        Desire


                                     Conviction


                                  Comprehension


                                     Awareness



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       The Relationship of Advertising
             to Sales to Profits

        In consumer goods marketing, increases in
         market share are closely related to increases in
         marketing budget. And market share is the
         prime indicator of profitability
        Sales normally increase with additional
         advertising. At some point however the return
         platen plateaus and then declines
        Sales response to advertising may build over
         time, but the durability of advertising is brief,
         so a consistent investment is important


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      The Relationship of Advertising
            to Sales to Profits

    There are minimum levels below which
     advertising expenditures have no effect
     on sales
    There will be some sales even if there is
     no advertising
    Culture and competition impose
     saturation limits above which no amount
     of advertising can increase sales



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          Thank You

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Description: Marketing _ Advertising Planning