Chapter 7 - Marketing, advertising, and IMC planning. After completing this chapter, students will be able to: Explain the role and importance of a marketing plan; distinguish between objectives, strategies, and tactics in marketing and advertising plans; show what makes IMC planning different from traditional methods; | Chapter Seven Marketing, Advertising, and IMC Planning Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Explain the role and importance of a marketing plan Distinguish between objectives, strategies, and tactics in marketing and advertising plans Show what makes IMC planning different from traditional methods Learning Objectives Explain how to establish specific, realistic, and measurable advertising objectives List the various approaches for determining advertising budgets Marketing Plan Directs a company’s marketing effort Assembles relevant facts about the organization, its markets, products, services, customers, and competition Forces all departments to focus on the customer Lists goals and objectives for specific periods of time Marketing Plan Lays out precise strategies and tactics to achieve them Length and complexity of the plan depends on the size of the company Ongoing activity Effect of the Marketing Plan on IMC Helps analyze and improve all company operations Defines the role of advertising in the marketing mix Enables better implementation, control, and continuity of advertising programs Ensures efficient allocation of IMC dollars Exhibit - Traditional Top-Down Marketing Plan Marketing Objectives, Strategies, and Tactics Goals of the marketing effort expressed in terms of the needs of specific target markets and specific sales objectives Marketing Objectives Statement of how the company is going to achieve its marketing objectives Marketing Strategies Specific short-term actions used to achieve marketing objectives Marketing Tactics Exhibit - Bottom-Up Marketing Plan Exhibit - Relationship Levels and Profit Margins Integrated Marketing Communications (IMC) Building and reinforcing mutually profitable relationships with the stakeholders and the general public By developing and coordinating . | Chapter Seven Marketing, Advertising, and IMC Planning Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Explain the role and importance of a marketing plan Distinguish between objectives, strategies, and tactics in marketing and advertising plans Show what makes IMC planning different from traditional methods Learning Objectives Explain how to establish specific, realistic, and measurable advertising objectives List the various approaches for determining advertising budgets Marketing Plan Directs a company’s marketing effort Assembles relevant facts about the organization, its markets, products, services, customers, and competition Forces all departments to focus on the customer Lists goals and objectives for specific periods of time Marketing Plan Lays out precise strategies and tactics to achieve them Length and complexity of the plan .
