In this presentation, we will introduce you to the concept of creating a marketing plan, analyzing the situation by setting objectives and strategy. We will also discuss the importance of positioning a brand, product and advertising. We will also talk about allocation of funds and strategizing an advertising campaign. To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html

1. Chapter No. 4 Page No. 33
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
MARKETING PLAN:
CONTAINS INFORMATION ABOUT ORGANISATIONAL
IMPORTANT ELEMENTS
THE SITUATION ANALYSIS
THE MARKETING OBJECTIVES
THE MARKETING STRATEGY
THE ACTION PLAN

2. Chapter No. 4 Page No. 34
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
THE SITUATIONAL ANALYSIS
ORGANISATIONAL HISTORY AND CURRENT SITUATION
IS CONSIDERED
PRODUCTS, SERVICES, SALES, MARKET SHARES,
COMPETITIVE POSITION, MARKETS SERVED,
DISTRIBUTION SYSTEMS PAST ADVERTISING,
STRENGTHS AND WEAKNESSES OF THE COMPANY
IT ALSO INVOLVES RESEARCH ESPECIALLY
MARKET ANALYSIS AND CONSUMER BEHAVIOURAL
RESEARCH.

3. Chapter No. 4 Page No. 34
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
MARKETING OBJECTIVES
TOTAL SALES VOLUME
SALES VOLUME BY PRODUCTS, MAREKT
SEGMENTS, CUSTOMER-TYPE
MARKET SHARE
GROWTH RATE OF SALES VOLUME
CONT…..

4. Chapter No. 4 Page No. 34
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
MARKETING OBJECTIVES
GROSS PROFIT
PRODUCT LINE –TO ADD OR TO DELETE
DEVELOP PRICING POLICIES
TRAINING FOR SALES PERSONS
SOCIAL OBJECTIVES.

5. Chapter No. 4 Page No. 35
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
MARKETING STRATEGY
OBJECTIVES LEAD TO STRATEGIES
STRATEGIES GUIDE US HOW TO ACHIEVE
OBJECTIVES
SELECT THE TARGET MARKET
DETERMINE THE MARKETING MIX FOR THE MARKET
POSITION THE PRODUCT IN EACH MARKET

6. Chapter No. 4 Page No. 36
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
BRAND POSITIONING
POSITIONING IS NOT WHAT YOU DO TO THE PRODUCT
POSITIONING IS WHAT YOU DO TO THE MIND OF THE
PROSPECT
POSITIONING MAY LEAD TO COSMETIC CHANGES IN
THE PRODUCT’S NAME, PRICE AND PACKAGING BUT
FAR MORE IMPORTANT IS THE PSYCHOLOGICAL
POSITIONING OF POTENTIAL PRODUCTS
REPOSITIONING OF EXISTING PRODUCTS
PRODUCT POSITIONER DOES SOMETHING TO THE
PRODUCT, AS WELL AS SOMETHING TO THE MIND.

7. Chapter No. 4 Page No. 36
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
MEANING OF PRODUCT POSITIONING
“THE ACT OF DESIGNING THE COMPANY’S OFFER
SO THAT IT OCCUPIES A DISTINCT AND VALUED
PLACE IN THE MIND OF THE TARGET CUSTOMERS”
= KOTLER.
POSITIONING MAY BE
MARKET POSITIONING
PSYCHOLOGICAL POSITIONING

8. Chapter No. 4 Page No. 37
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
MARKET POSITIONING
IT IS A THREE STEP PROCESS :
IDENTIFY MARKET OPPORTUNITIES
SEGMENT THE MARKET AND SELECT THE RIGHT
SEGMENT
DEVICE A COMPETITIVE STRATEGY

9. Chapter No. 4 Page No. 37
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
PSYCHOLOGICAL POSITIONING
IT GROWS OUT OF MARKET POSITIONING.
IT TRIES TO ESTABLISH A DISTINCTIVE
CORPORATE OR PRODUCT IDENTITY FOR
WHICH IT USES TOOLS OF COMMUNICATION
SUCH AS ADVERTISING, PUBLIC RELATIONS,
POINT OF PURCHASE etc.

10. Chapter No. 4 Page No. 38
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
PERCEPTUAL MAPPING FOR POSITIONING
PERCEPTUAL SPACE MAP (PSM) SHOWS THE
PERCEIVED RELATIVE POSITIONS OF PRODUCTS
ALONGWITH DIFFERENT DIMENSIONS.
THE ATTRIBUTES OR DIMENSIONS OF A PRODUCT ARE
IDENTIFIED BY QUALITATIVE RESEARCH LIKE DEPTH
INTERVIEWS.

11. Chapter No. 4 Page No. 39
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
ADVERTISING POSITIONING
AN AVERAGE PERSON CAN RARELY NAME MORE
THAN SEVEN BRANDS
= GEOGE A. MILLER
ADVERTISING HAS TO ESTABLISH THE BRAND IN A
COMMANDING POSITION IN THE MIND SETS OF
CONSUMERS

12. Chapter No. 4 Page No. 40
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
ADVERTISING POSITIONING
POSITIONING IN THE CONSUMER’S MIND IS THE END
PROCESS OF FILTERING INFORMATION ABOUT:
THE PRODUCT ATTRIBUTES
THE PACKAGING
THE PRICE
THE IMAGE OF THE PRODUCT CREATED BY
ADVERTISING.

13. Chapter No. 4 Page No. 40
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
RESEARCH FOR POSITIONING
INVESTIGATE WHAT CONSUMERS DO WITH THE
PRODUCT
ATTITUDINAL INFORMATION SHOULD BE
DEVELOPED ACCORDING TO THE PURPOSE FOR
WHICH THE BRAND IS USED
TO ASK WHY A PRODUCT IS NOT BEING USED
TO IDENTIFY WHERE THE EXISTING BRANDS ARE
PLACED IN THE CONSUMER’S MIND

14. Chapter No. 4 Page No. 42
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
BRAND PERSONALITY
BRANDS ARE MUCH LIKE PEOPLE
THEY HAVE CERTAIN PHYSICAL CHARACTERISTICS,
SKILLS AND ABILITIES, CERTAIN ASSOCIATIONS
AND ATTITUDES
LIKE AN INDIVIDUAL, A BRAND TOO IS A BLEND OF
ALL THE ABOVE.
THE BRAND THEREFORE
APPEALS TO SENSES, TO REASON AND TO EMOTIONS.

15. Chapter No. 4 Page No. 42
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
POSITIONING OPTIONS
ADVERTISERS CAN CHOOSE
TO POSITION A PRODUCT ON ITS
ATTRIBUTES AND BENEFITS
BY IDENTIFYING A TARGET MARKET FOR THEM
ON THE BASIS OF PRODUCT USAGE
AGAINST A COMPETITOR OR AS PRODUCT
CATEGORY

16. Chapter No. 4 Page No. 46
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
DAGMAR APPROACH
ACCORDING TO DAGMAR APPROACH, THE
COMMUNICATION TASK OF THE BRAND IS TO GAIN
AWARENESS
COMPREHENSION
CONVICTION
IMAGE
ACTION
DAGMAR TREATS AN ADVERTISING GOAL AS A
COMMUNICATION TASK, TO BE ACHIEVED AMONG A
DEFINED AUDIENCE IN A GIVEN PERIOD OF TIME.

17. Chapter No. 4 Page No. 47
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
ADVERTISING STRATEGY
IT COMBINES THE TASK OF SELECTING THE MEDIA AND
DESIGNING AN EFFECTIVE MESSAGE TO SEEK THE
ANSWERS FOR THE FOLLOWING QUESTIONS
WHAT ARE OUR BUSINESS GOALS ?
WHAT KIND OF PEOPLE DO WE NOW SELL TO?
WHAT KIND OF PEOPLE SHOULD WE SELL TO?
HOW THESE PEOPLE THINK, FEEL , AND BELIEVE OUR
COMPETITION?
WHICH KEY THOUGHT SHOULD WE PUT INTO THE MINDS OF
THOSE PEOPLE TO MAKE THEM FEEL, THINK, DO AND
BELIEVE THE WAY WE WANT THEM TO ?

18. Chapter No. 4 Page No. 48
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
ALLOCATING FUNDS FOR ADVERTISING
( MONEY DRIVES BOTH MARKETING AND ADVERTISING PLANS)
ADVERTISING MUST JUSITFY THE EXPENDITURE
IT MAKES
ADVERTISING IS AN INVESTMENT IN FUTURE SALES
IT BUILDS CONSUMER PREFERENCE AND
CREATES GOOD WILL
CONSUMER’S LOYALTY IS EARNED
ADVERTISING HAS A RELATIONSHIP TO SALES
AND PROFIT

19. Chapter No. 4 Page No. 48
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
ALLOCATING FUNDS FOR ADVERTISING
( METHODS TO DETERMINE HOW MUCH TO SPEND ON ADVERTISING )
AFFORDABILITY METHOD
PERCENTAGE-OF-SALES METHOD
COMPETITIVE METHOD
OBJECTIVE AND TASK METHOD
ADDITIONAL METHODS

20. Chapter No. 4 Page No. 49
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
ADVERTISING CAMPAIGN
CAMPAIGN IS A MILITARY EXPRESSION
IN ADVERTISING IT IS USED TO MEAN:
ORGANISED AND PLANNED USE OF
ADVERTISING FOR ACCOMPLISHING A DEFINITE
PURPOSE

21. Chapter No. 4 Page No. 50
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
WHAT IS AN ADVERTISING CAMPAIGN
A CAMPAIGN IS A
CO-ORDINATIVE EFFORT OF PROMOTION OF A
PARTICULAR PRODUCT / SERVICE DURING A
PARTICULAR PERIOD OF TIME TO ATTAIN
PRE-DECIDED OBJECTIVES

22. Chapter No. 4 Page No. 50
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
WHY TO ADVERTISE IN TERMS OF CAMPAIGN?
BUYERS ARE FORGETFUL OF ERRATICALLY
APPEARING ADS
DUE TO A CLUTTER OF LARGE NUMBER OF ADS
MESSAGES, THEY OVERLOOK
NEW PROSPECTS EMERGE OVER A PERIOD OF TIME
CAMPAIGNS FORCE US TO LOOK ON ADVERTISING
EFFORT RETROSPECTIVELY SO AS TO IMPROVE IT

23. Chapter No. 4 Page No. 51
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
CAMPAIGN PLANNING
THE DEMOGRAPHIC AND PSYCHOGRAPHIC STUDY OF
CONSUMERS CONSTITUTING A MARKET IS A MUST TO
CREATE ADVERTISEMENTS FOR THE RIGHT TARGET
AUDIENCE WITH THE RIGHT TYPE OF APPEALS

24. Chapter No. 4 Page No. 51
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
PARAMETERS GOVERNING THE CAMPAIGNS
THE TOTAL ADVERTISING BUDGET
THE MEDIA AVAILABILITY
THE CONSUMER PROFILE
THE PRODUCT PROFILE
THE CAMPAIGN’S DURATION AND ITS TIMING
CONT…..

25. Chapter No. 4 Page No. 51
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
PARAMETERS GOVERNING THE CAMPAIGNS
THE ADVERTISING AND MARKETING OBJECTIVES
THE DISTRIBUTION CHANNELS
THE MARKETING ENVIRONMENT INCLUDING
PRESSURE GROUPS AND COMPETITORS
A REVIEW OF PREVIOUS ADVERTISSING /
PROMOTIONAL EFFORT
THE CREATIVE CONSIDERATION
THE NEW PLAN

26. Chapter No. 4 Page No. 52
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
WHILE PLANNING AN ADVERTISING CAMPAIGN
IDENTIFY THE PROBLEM
THE BUDGET
PRE-TESTING
TARGET AUDIENCE
MEDIA SELECTION
THE LAGUAGE
THE VISUAL AND THE COPY
TIMING AND DURATION
POST-TESTING
EFFECTS ON SALES

27. Chapter No. 4 Page No. 52
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
WHY TO PLAN CAMPAIGNS?
TO DETERMINE THE MARKET AND ITS POTENTIAL
TO OBTAIN THE CONSUMER PROFILE
TO STUDY THE CONSUMER PSYCHOLOGY
TO KNOW THE FREQUENCY OR SIZE OF BUYING
TO DECIDE ABOUT THE CHANNELS AND THEIR
SATISFACTORY OPERATION
TO BRING ABOUT PRODUCT MODIFICATION
TO DETERMINE THE GEOGRAPHICAL SCOPE OF THE
CAMPAIGN CONT……

28. Chapter No. 4 Page No. 53
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
WHY TO PLAN CAMPAIGNS?
TO DO THE MEDIA PLANNING
TO DEVELOP A CENTRAL / CORE IDEA FOR
EFFECTIVE CAMPAIGN PLANNING
TO DETERMINE THE FUNDAMENTAL HUMAN DESIRE
TO WHICH THE ADVERTISEMENT WILL APPEAL
TO DETERMINE THE TYPE OF COPY
TO DETERMINE THE SCHEDULING AND SPACE
BUYING CONT…….

29. Chapter No. 4 Page No. 53
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
WHY TO PLAN CAMPAIGNS?
TO PREPARE THE ACTUAL AD COPIES WITH
ADOMINANT CENTRAL IDEA
THE PLACEMENT OF THE COPY IN THE MEDIA TO
RUN THE CAMPAIGN
TO DO THE BUDGETING FOR THE CAMPAIGN
TO CO-ORDINATE WITH THE GENERAL
ADMINISTRATION, SALES STAFF AND OTHER
PROMOTIONAL ACTIVITIES

30. Chapter No. 4 Page No. 53
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
BASIS OF CAMPAIGN PLANNING
CONCENTRATION
DOMINATION
REPETITION
SIR WILLIAM CRAWFORD

31. Chapter No. 4 Page No. 53
Advertising and Sales Promotion Management
MARKETING AND ADVERTISING PLANNING
THREE PHASES INVOLVED
IN THE CREATION OF ANY CAMPAIGN
STRATEGY DEVELOPMENT PHASE
THE BRIEFING PHASE
THE CREATIVE PHASE

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