chapter

8
Copyright 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin
Contemporary Advertising, 11e
Marketing and Advertising
Planning: Top-Down,
Bottom-Up, and IMC
Describes 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
objectives
Discuss the suitability of
top-down, bottom-up,
& IMC planning
Explain how budgets are set
8-4
Sales-Target
Target Market
Positioning
Marketing Mix
Need-Satisfying
Marketing
Corporate
Situation Analysis
The Marketing Plan:
Top-Down
Marketing Objectives
Marketing Strategy
Marketing Tactics
8-5
Mountain Dews
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
8-7
The Marketing Plan:
Bottom-Up
Marketing Results
Marketing Tactics
Marketing Strategy
8-8
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
8-9
Value of loyal
customers
Cost of acquiring
new customers
Cost of lost
customers
(LTCV)
The New Marketing Mantra:
Relationship Marketing
The Importance of Relationships
8-10
The New Marketing Mantra:
Levels of Relationships
Transactional
(Basic)
Reactive
Accountable
Proactive
Partnership
8-11
The New Marketing Mantra:
Levels of Relationships
Profit Margin
High Medium Low
Many Accountable Reactive Basic
Medium Proactive Accountable Basic
Few Partnership Accountable Reactive
N
u
m
b
e
r

o
f

C
u
s
t
o
m
e
r
s

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 Make
Relationships 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 Make
Relationships Work
8-14
Using IMC to Make
Relationships Work
Planned Product
Service Unplanned
Sources of
Brand Messages
8-15
Using IMC to Make
Relationships Work
The Integration Triangle
Say
Planned messages
Do
Product & service
messages
Confirm
Unplanned messages
8-16
Using IMC
to Make
Relationships
Work
IMC macro
model
Insert ex. 8.6, p. 250
IMC macro model
Position = .35 horizontal, 0.4
vertical
Size = 4.9 WIDE
Resolution = 300 dpi
8-17
Insert 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 Make
Relationships
Work
Wang-Schultz
IMC planning
model
8-18
The Advertising Plan:
Reviewing the Marketing Plan
SWOT Analysis
Opportunities
Strengths Weaknesses
Threats
8-19
The 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
8-20
The 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
8-21
The Advertising Plan:
Strategy & the Creative Mix
Target
Audience
Product
Concept
Communications
Media
Advertising
Message
8-22
The 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
8-23
The 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
8-24
The 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