ReviewReview

Major Topics:Major Topics:

1.1. Marketing PlanningMarketing Planning

2.2. Integrated Marketing Integrated Marketing CommunicationsCommunications

3.3. Media PlanningMedia Planning

4.4. Direct MarketingDirect Marketing• Personal SellingPersonal Selling• Sales PromotionSales Promotion• Public Relations – Press ReleasePublic Relations – Press Release

5.5. Creative Strategy and the Creative ProcessCreative Strategy and the Creative Process

6.6. The Creative BriefThe Creative Brief

7.7. Art and Copy (Chapter 13)Art and Copy (Chapter 13)

8.8. Producing Ads (Chapter 14)Producing Ads (Chapter 14)

ReviewReview

ReviewReview

Marketing PlanningMarketing Planning

Top-down marketing Situation analysis

Marketing objectives

Marketing strategy

Marketing tactics

Corporate objectives

Marketing objectivesMarketing objectives

Need-satisfying Need-satisfying objectivesobjectives

Sales-target objectivesSales-target objectives

Marketing objectivesMarketing objectives

Situation analysisSituation analysis

Marketing objectivesMarketing objectives

Situation analysisSituation analysis

Marketing StrategyMarketing Strategy

Selecting the target Selecting the target marketmarket

Positioning the productPositioning the product

Determining the Determining the marketing mixmarketing mix

Marketing objectivesMarketing objectives

Situation analysisSituation analysis

Marketing StrategyMarketing Strategy

Marketing tacticsMarketing tactics

Bottom-Up Marketing: How Bottom-Up Marketing: How Small Companies PlanSmall Companies Plan

MarketingMarketing resultsresults

MarketingMarketing strategystrategy

Marketing tacticsMarketing tactics

Importance of relationships

Cost of lost Cost of lost customers customers

(LTCV)(LTCV)

Cost of Cost of acquiring acquiring

new new customerscustomers

Value of loyal Value of loyal customerscustomers

Creative MixCreative Mix

Target audienceTarget audience

Product Product conceptconcept

Communications Communications mediamedia

Advertising Advertising mediamedia

Planning Media Strategy: Planning Media Strategy: Finding Links to the MarketFinding Links to the Market

Shows how communications Shows how communications media help advertisers achieve media help advertisers achieve

marketing and advertising marketing and advertising objectivesobjectives

EffectiveEffectivereachreach

EffectiveEffectivereachreach

EffectiveEffectivefrequencyfrequencyEffectiveEffective

frequencyfrequency

AdvertisingAdvertisingresponse curveresponse curve

AdvertisingAdvertisingresponse curveresponse curve

Relationship Building: Relationship Building: Direct Marketing, Personal Direct Marketing, Personal

Selling, and Sales Selling, and Sales PromotionPromotion

Emphasizes the importance of Emphasizes the importance of relationship marketing and relationship marketing and

demonstrates how various forms demonstrates how various forms of marketing communications can of marketing communications can

be integrated with advertisingbe integrated with advertising

Direct marketingDirect marketing

Database marketingDatabase marketing

Direct response Direct response advertisingadvertising

Direct salesDirect sales

Direct response advertisingDirect response advertising

Personal direct Personal direct sellingselling

Telemarketing Telemarketing

Direct mailDirect mail Catalog salesCatalog sales

Direct-response Direct-response print advertisingprint advertising

Direct-response Direct-response broadcast broadcast

advertisingadvertising

Gathering informationGathering information

Providing informationProviding information

Fulfilling ordersFulfilling orders

Building Building relationshipsrelationships

Role of Personal Selling in IMCRole of Personal Selling in IMC

Sales Promotion Strategies Sales Promotion Strategies and Tacticsand Tactics

Push strategiesPush strategies

Pull strategiesPull strategies

Trade Trade promotionspromotions

Trade Trade advertisingadvertising

Consumer Consumer sales sales

promotionspromotions

Consumer Consumer advertisingadvertising

Trade Trade promotionspromotions

Slotting allowancesSlotting allowances

Trade dealsTrade deals

Diverting Diverting Forward buyingForward buying

Display allowancesDisplay allowances

Buyback allowancesBuyback allowances

Advertising allowancesAdvertising allowances

Co-op advertisingCo-op advertising

Point-of-purchase (POP) Point-of-purchase (POP) materialsmaterials

CouponsCoupons

Electronic coupons and Electronic coupons and convenience cardsconvenience cards

Consumer Consumer sales sales

promotionspromotions

SamplingSampling

PolybaggingPolybagging

Combination offersCombination offers

Contests and sweepstakesContests and sweepstakes

In-store samplingIn-store sampling

Public RelationsPublic Relations

The management function that focuses The management function that focuses on the relationships and on the relationships and

communications that individuals and communications that individuals and organizations have with other groups organizations have with other groups

for the purpose of creating mutual for the purpose of creating mutual goodwillgoodwill

PublicPublic RelationsRelations AdvertisingAdvertising

Free mediaFree media Paid mediaPaid media

Not openly sponsoredNot openly sponsored Openly sponsoredOpenly sponsored

Imprecise placementImprecise placement Precise placementPrecise placement

News releases and press kitsNews releases and press kits

News releaseNews release Press kitPress kit

Types of SponsorshipsTypes of Sponsorships

SportsSportsmarketingmarketing

EntertainmentEntertainmentmarketingmarketing

FestivalsFestivalsFairsFairs

EventsEvents

CausesCausesArts andArts andcultureculture

VenueVenuemarketingmarketing

Creative Strategy and the Creative Strategy and the Creative ProcessCreative Process

Shows how advertising Shows how advertising strategies are translated strategies are translated into creative briefs and into creative briefs and message strategies that message strategies that

guide the creative processguide the creative process

Formulating Advertising Strategy: The Key to Great

CreativeTargetAudience

ProductConcept

CommunicationsMedia

AdvertisingMessage

Writing the Creative Brief Writing the Creative Brief (Copy Platform)(Copy Platform)

Who?Who?Who?Who?

Behavioristic

Behavioristic

GeographicGeographic

Demographic

Demographic

Psychographic

Psychographic

Writing the Creative Brief Writing the Creative Brief (Copy Platform)(Copy Platform)

Why?

EmotionaEmotionall

AppealsAppeals

EmotionaEmotionall

AppealsAppeals

RationalRationalAppealsAppealsRationalRationalAppealsAppeals

Writing the Creative Brief Writing the Creative Brief (Copy Platform)(Copy Platform)

What?What?

Special Special product product

features?features?

Claim support?Claim support?

Product Product positioningpositioning

Product Product personality or personality or

imageimage

Perceived Perceived strengths strengths

and and weaknessesweaknesses

Writing the Creative Brief Writing the Creative Brief (Copy Platform)(Copy Platform)

Where and When?Where and When?

What style, approach, What style, approach, and tone?and tone?