广告英语精要教案Chap007.docVIP

Chapter 07 Developing marketing and advertising plans Objectives The objective here is to describe the process of marketing and advertising planning. Marketers and advertisers need to understand the various ways plans are created. They must know how to analyze situations; set realistic, attainable objectives; develop strategies to achieve them, and establish budgets for marketing communications. (p. 177) After studying this chapter, your students will be able to: Slides 7–2, 7–3 Explain the role and importance of a marketing plan. Give examples of need-satisfying and sales-target objectives. Explain the difference between objectives, strategies, and tactics in marketing and advertising plans. Discuss the suitability of top-down, bottom-up, and integrated marketing communications (IMC) planning. Describe how marketing and advertising plans are related. Explain how to establish specific, realistic, and measurable advertising objectives. Explain how advertising budgets are determined. TEACHING TIPS AND STRATEGIES Using the opening vignette in the classroom Advertising for Mountain Dew is some of the most brilliant and effective around. The proof can be found in the success of the brand in expanding its market share and revenues in the face of declining sales of carbonated soft drinks. A big part of that success has been advertising that has refocused the brand’s personality. What was once marketed heavily as a “country” drink now reaches the fast growing segments of urban youth. Consider showing students some of the information from the Web sites listed below under “Web Resources for Enhancing your Lectures” so you can demonstrate just how far this brand has evolved. Other tips and strategies Students will learn the three different types of marketing planning models: (1) top-down, (2) bottom-up, and (3) integrated marketing communications (IMC). IMC is the subject of many textbooks and research articles. It is often touted as the marketing mantra of the new ce