Teaching Plan

Subject :-

Faculty :Prof. M. Yaseen Khan

ALL PROGRESS IS BORN OF INQUIRY. DOUBT IS OFTEN BETTER THAN OVER-CONFIDENCE, FOR IT LEADS TO INQUIRY AND INQUIRY LEADS TO INVENTION.

Marketing Today
The course aims at making students understanding the concepts, philosophies, process, techniques and principles of Advertising and to develop an understanding of the Brand concept and the operational aspects of managing a brand.

PEDAGOGY
ASSIGNMENT-1

6 OTW & 3Contact Hrs. ASSIGNMENT-2 - 6 OTW & 3 Contact Hrs. CASE STUDY (02) 04 OTW & 02 Contact Hrs CLASS ROOM LECTURES - 34Hrs
Total Class Room Lectures Total Assignment/ Presentation Hrs Total OTW

34

16

SR. NO.

UNIT/CONTENT

HRS. ALLOTTED

HRS. PLANNED

HRS. INESCAPABLE

Role of Integrated Marketing Communication in the Marketing Programme Media Planning: Setting Media Objectives

10

10

11

10

10

3
4

Brand- concept: Nature and Importance of Brand

Brand Positioning

10
12

12
10

10
8

Grand Total

42

42

36

210.1/ Role of Integrated Marketing Programme

Code Unit/Activity Role of Integrated Marketing Comm. In the Marketing Prog.
Process of Marketing Communication Lecture Pract/Pns CASE Total OTW Lecture No.

Unit-1

1
Announcement of

1 6+2= 8

MS210.1.1

1 1

Assignment-1

2 1

2,3 4

MS210.1.2

Definition and Scope of Advertising Management

Determination of Target Audience; Advertising and Consumer Behavior Setting Advertising Objectives, DAGMAR

MS210.1.3

1 2 1 1 1

1 2 1 1 1

5 6,7 8 9 10

MS210.1.4

MS210.1.5 MS210.1.6

Determining Advertising Budgets; Advertising Planning and Strategy

MS210.1.7

Creative Strategy Development

TOTAL

10

210.2/ Media Planning: Setting Media Objectives

Code
Unit-2

Unit/Activity Media Planning: Setting Media Objectives

Lecture

Pract/ Pns

Case

Total

OTW

Lecture No.

1 1 2 1 1 1
Submission of Assignment-1

1 1 2 3+1 1 1

11 12 13,14 15,16,17 ,18 19 20

Developing Media MS210.2.1 Strategies Evaluation of Different MS210.2.2 Media and Media Selection Media Buying; Measuring MS210.2.3 Advertising Effectiveness The Organisation for MS210.2.4 Advertising Ethical and Legal Aspect of MS210.2.5 Advertising

TOTAL

10

210.3/Brand-concept
Code
Unit-3

Unit/Activity Brand-concept: Nature and Importance of Brand Brand-concept: Nature and Importance of Brand Brand vs Generics; Brand Life Cycle Brand Name and Brand Mgt. Brand Identity: Conceiving, Planning and Executing (Aaker Model) Brand Loyalty, Measures of Loyalty; Brand Equity Concepts and Measures of Brand Equity-Cost Price and Consumer Based Methods Sustaining Brand Equity; Brand Personality; Definition of Brand Personality Measures of Personality, Formulation of Brand Personality Brand Vs Brand Personality

Lecture

Pract/Pns

CASE

Total

OTW

Lecture No.

210.3.1 210.3.2 210.3.3

Announcement of Assignment-2

21, 22

1
1 1

1
1 1

23
24 25

210.3.4

210.3.5 210.3.6 210.3.7

1 1 1 1 1 1 1

1 1 1 1 1 2 2

26
27 28 29 30 31,32

210.3.8

210.3.9 210.3.10

TOTAL

11

12

210.4/ Brand Positioning

Code Unit/Activity Lecture Pract/Pns
Submission of Assignment-2

CASE

Total

OTW

Lecture No.

Unit-4

Brand Positioning: Concepts and Definitions Brand Positioning: Concepts and Definitions Celebrity Endorsement, Brand Extension Differential Advantage: Strategies for Competitive Advantage Brand Pyramid; Branding in different sectors Role of Information in Brand Management; Role of ecommunities in Brand Mgt.
1
1

33, 34, 35

MS210.4.1

1
1

36
37

MS210.4.2

MS210.4.3

1 2

1 2

38 39

MS210.4.4

210.4.5

40,41

TOTAL

10

Sr. No.

Code

Unit/Activity

Session of Assignment

Session of Submission

OTW

MARKS

Reference

MS210.1.3

Integrated Marketing Communication

15

20

Annexure -1

MS210.3.8

Brand-strength& Brand personality

22

32

20

Annexure -2

Annexure-1 ADVERTISING & BRAND MANAGEMENT: MS (210) MBA- IV-Semester

ASSIGNMENT -I
Syllabus Ref: 210.1.3 Marks: 20 INTEGRATED MARKETING COMMUNICATION

Requirement As a Marketing Officer, in Gr. Noida, for:

1. 3 5. 7 9. 11. Restaurant Beauty Parlour Hospital Management Institute Furniture Showroom Electronics Outlet 2. Tour & Travel 4. School for Kids 6. Interior Decorator 8. Readymade Garment 10. Coaching Centre 12. Stationery Shop

Develop an integrated marketing communication program to emphasize the USP of the business. Explain the problems as Marketing Officer you encounter in developing the message and in ensuring that consumers understand the message correctly. Refer to the communication process you studied and also explain what kind noise may interfere with the communication process. Guidelines for writing assignment *Hand written, brief answers, not exceeding 6-10 pages are to be submitted in the standard AIMT file cover to Prof. M. Yaseen Khan by 9:30 am on ., ..2012. Use both sides of the sheet. *Late submissions will not be accepted and penalized. *Submission of the assignment will be followed by a classroom discussion on the possible solution of the problems given.

Annexure-1I ADVERTISING & BRAND MANAGEMENT: MS (210)

MBA-07 IV-Semester

ASSIGNMENT -II
Syllabus Ref: 210.3.8 Marks: 20

BRAND STRENGTH & BRAND PERSONALITY

Requirement

Go to a local retail store. Choose five packages that are effective and eye capturing. Describe the reasons they are effective and eye capturing. Do you really consider brand-strength of a product when you buy it? Will you buy a prestigious brand, knowing fully well that you are buying an expensive and an inferior product? Do you really believe that your personality changes as you change the brands you own? And ask yourself does society really confer prestige on people who possess prestigious brands. Guidelines for writing assignment *Hand written, brief answers, not exceeding 6-12 pages, are to be submitted in the standard AIMT file cover to Prof. M. Yaseen Khan by 9:30 am on , 2012. Use both sides of the sheet. *Late submissions will not be accepted and penalized. *Submission of the assignment will be followed by a classroom discussion on the possible solution of the problems given.

SCHEME OF EVALUATION

Evaluation Parameters
Written Internal Test Assignment-1 Quiz Test

Marks
50 20 10

Weightage
15 10 5

Assignment-2
TOTAL

20
100

10
40

Marketing Concept and Philosophy

At its very core are the customer and his or her satisfaction. The marketing concept and philosophy states that the organization should strive to satisfy its customers' wants and needs while meeting the organization's goals. In simple terms, "the customer is king". It is not something that the marketing department administers, nor is it the sole domain of the marketing department. Rather, it is adopted by the entire organization. Wal-Mart's motto of "satisfaction guaranteed" is an example of the marketing concept. EVOLUTION OF THE MARKETING CONCEPT AND PHILOSOPHY Three major philosophies of marketing- are the product, selling, and marketing philosophies.

PRODUCT PHILOSOPHY
The Industrial Revolution The product philosophy holds that the organization knows its product better than anyone or any organization. The company knows what will work in designing and producing the product and what will not work. This confidence in their ability is not a radical concept, but the confidence leads to the consumer being overlooked. This philosophy of only relying on the organization's skill and desires for the

Today, the gunsmith shop in Williamsburg, Virginia, still operates using the product philosophy. The gunsmiths produce single-shot rifles using the technology available during the 1700s. They are only able to produce about four or five rifles every year, and they charge from $15,000 to $20,000 for each rifle. However, the high price does not deter the demand for the guns; their uniqueness commands a waiting list of three to four years. Today's Williamsburg Gunsmith Shop situation was typical for organizations operating before the Industrial Revolution. Most goods were in such short supply that companies could sell all that they made. Consequently, organizations did not need to consult with consumers about designing and producing their products.
When mass production techniques created the Industrial Revolution, the volume of output was greatly increased. Yet the increased production of goods did not immediately eliminate the shortages from the pre-industrial era.

SELLING PHILOSOPHY The selling era has the shortest period of dominance around 1930 and stayed in widespread use until about 1950. The selling philosophy holds that an organization can sell any product it produces with the use of marketing techniques, such as advertising and personal selling. It assumes that a well-trained and motivated sales force can sell any product. Organizations could create marketing departments that would be concerned with selling the goods, and the rest of the organization could be left to concentrate on producing the goods. The reason for the emergence of the selling philosophy was the ever-rising number of goods available after the Industrial Revolution. Organizations became progressively more efficient in production, which increased the volume of goods. With the increased supply, competition also entered production.

MARKETING PHILOSOPHY However, more companies began to realize that it is easier to sell a product that the customer wants, than to sell a product the customer does not want. When many companies began to realize this fact, the selling era gave way to the marketing era of the marketing concept and philosophy. The marketing era started to dominate around 1950, and it continues to the present. The marketing concept recognizes that the company's knowledge and skill in designing products may not always be meeting the needs of customers. It also recognizes that even a good sales department cannot sell every product that does not meet consumers' needs. When customers have many choices, they will choose the one that best meets their needs.

 The marketing concept and philosophy states that the organization should strive to satisfy its customers' wants and needs while meeting the organization's goals. The best way to meet the organization's goals is also by meeting customer needs and wants. The marketing concept's emphasis is to understand the customers before designing and producing a product for them. With the customer's wants and needs incorporated into the design and manufacture of the product, sales and profit goals are far more likely to be met. The idea of keeping close to the organization's customers seems simple. In reality, it is very easy to forget the customer's needs and wants. Sometimes the management is so involved with the product that their own desires and wants begin to take dominance, even though they have adopted the marketing concept.

 For example:Many years agobefore there was a Subway on every cornera college student opened a small submarine sandwich shop near his university's campus. The sub shop was an immediate success. By using the marketing concept, the young entrepreneur had recognized an unmet need in the student population and opened a business that met that need. Unfortunately, the story does not end at this point. The sub shop was so successful that it began to outgrow its original location after about three years. The shop moved to a larger location with more parking spaces, also near the university. At the new sub shop, waiters in tuxedos met the students and seated them at tables with tablecloths. Besides the traditional subs, the shop now served full meals and had a bar. Within a few months the sub shop was out of business. The owner of the shop had become so involved with his business vision that he forgot the customers' needs and wants. They did not want an upscale restaurantthere were other

How Marketing Evolves

Marketing Dept. Era Marketing Co. Era

Barter Era

Production Era

Sales Era

Oneon-One Trading

Demand Exceeds Supply

Supply Equals Demand

Supply Exceeds Demand

Supply Exceeds Demand

Marketing a Subsidiary Function

Integrated Role for Marketing

PROMOTION MIX
Propagating the distinctiveness of the product and the nature and extent of value it carries by using different methods and media of comm.

a) Personal Selling c) Sales Promotion Relation

b) Advertising d) Publicity/Public

What are Marketing Communications?

Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.

Modes of Marketing Communications

Advertising Sales promotion Events and experiences Public relations and publicity Direct marketing Interactive marketing Word-of-mouth marketing Personal selling

Communication Platforms
Advertising Print and broadcast ads Packaging inserts Motion pictures Brochures and booklets Posters Billboards POP displays Logos Videotapes Sales Promotion Contests, games, sweepstakes Premiums Sampling Trade shows, exhibits Coupons Rebates Entertainment Continuity programs

Integrated Marketing Communications (IMC)

As defined by the American Association of Advertising Agencies, Integrated Marketing Communications (IMC) recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplinesadvertising, public relations, personal selling, and sales promotionand combines them to provide clarity, consistency, and maximum communication impact.
INFORM, PURSUADE & REMIND

INTEGRATED MARKETING COMMUNICATION MIX

Sum of quality product, attractive and convenient packages, pictures and symbols, the price and terms of sale, attractive store/showroom, and efficient sales-person. The endeavor of presenting a set of messages to a target market using all the 4Ps of marketing and multiple methods, sources, cues and media, with the objective of effectively conveying the value proposition of a product offer, simultaneously providing for feedback from the market for the improvement and modification of the offer.

INTEGRATED MARKETING COMMUNICATION MIX

A firm is not only a sender of market messages but also a receiver of market responses.
PRODUCT PRICE PLACE

PROMOTION
Personal Selling Advertising Sales Promotion Publicity/Public Relation Direct Marketing

Marketing Communication Through PRODUCT Cues

The product is a carrier of certain messages. It comm. With consumer through its personality.

Elements of Product Personality

Physical features- the material, the size, shape, design, color, the finish etc. convey something to the buyer. Comm. Can be:Visual, Tactile (touch), aroma, performance. The package- First appeal to consumer-color, design, picture, symbols, labels colors and illustration. Color has great communicative significance. There are exciting colors, dull, soothing and inviting color.there are color evoke apetite color that invite sleep. There are colors associated with prosperity, love and romance. There is color of war and aggression and color of peace, colors of festivals and colors associated with mourning. Race, religion, climate, age, education, literacy and when prpoerly used, color is a source of emotinal enjoyment to most people.

The brand name and logo: Soap, Cold Cream, Shampoo, Ponds, LakmeLOreal Halo, Sunsilk, Clinic-All Clear, Dove, Lux, DTH, LCD, Music System, Mobile Reliance, Samsung, Philips, Nokia, Fast-Food, Soap (Rural) Toothpaste, Motorcycle Maggi,McDonald,Lifebouy, Colgate, Close, Hero Honda The company name communicate. A TATA Product, BPL, RAYMONDS,

Marketing Communication Through PRICES Cues

Price-quality equation: Consumers see price as an index of quality. Price-status equation: Symbol of prestige or status.

Marketing Communication Through PLACE Cues

The Store Image The Store Level Merchandise

Marketing Communication Through PROMOTION Cues

Personal Selling Advertising Sales Promotion Publicity/Public Relation Direct Marketing

Doves Campaign for Real Beauty

Elements in the Communications Process

Field of Experience

Senders field

Receivers field

The Communications Process

Selective attention Selective distortion Selective retention

The Marketing Communications Mix

Advertising
Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Short-term Incentives to Encourage Trial or Purchase. Protect and/or Promote Companys Image/products.

Sales Promotion

Public Relations

Personal Selling

Personal Presentations. Direct Communications With Individuals to Obtain an Immediate Response.

Direct Marketing

ADVERTISING

paid, nonpersonal communication regarding goods, services, organizations, people, places, and ideas that is transmitted through various media by business firms, government and other nonprofit organizations, and individuals who are identified in the advertising message as the sponsor.

PERSONAL SELLING

involves oral communication with one or more prospective buyers by paid representatives for the purpose of making sales.

SALES PROMOTION

Involvespaid.marketing communication activities (other than advertising, publicity, or personal selling) that are intended to stimulate consumer purchases and dealer effectiveness

PUBLIC RELATIONS / PUBLICITY

Publicity is nonpersonal public relations that is transmitted Public relations

includes any communication to foster a favorable image for goods, services, organizations, people, places, and ideas. It may be personal or nonpersonal, paid or nonpaid, and sponsor controlled or not controlled through media but not paid for by an identified sponsor.

AIDS prevention campaign in West Bengal was a unique integrated mass media campaign

What is Advertising?
Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Procter & Gambles

Advertising History

The Five Ms of Advertising

Steps in Developing Effective Communications (Process)

Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Measure results/ manage IMC

Determination of Target Audience

What to say How to say When to say Where to say To Whom The process must start with a clear target audience: potential buyers current users, deciders, or influencers, individuals, groups, particular publics or the general public

Patterns of Target Market Selection

Patterns of Target Market Selection

Patterns of Target Market Selection

Pepsi used Megamarketing in India

Advertising Objectives
Informative advertising Reminder advertising Persuasive advertising Reinforcement advertising

OBJECTIVE SETTING
The objectives of promotion may be categorized as stimulating demand and enhancing company image.

The sequential short-term, intermediate, and long-term promotion goals for a firm to pursue.
Primary demand is an objective when seeking consumer interest for a product category. Selective demand is a later objective that seeks consumer interest for a particular brand of a product.

DAGMAR
Defining Advertising Goals for Measured Advertising Results
Russell Colley (1961) developed a model for setting advertising objectives and measuring the results. This model was entitled Defining Advertising Goals for Measured Advertising Results- DAGMAR. DAGMAR model suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding: from unawareness to Awarenessthe consumer must first be aware of a brand or company Comprehensionhe or she must have a comprehension of what the product is and its benefits; Convictionhe or she must arrive at the mental disposition or conviction to buys the brand; Actionfinally, he or she actually buy that product.

Communication Process in DAGMAR Approach

AWARENESS
The model suggests that before the acceptance of a product by an individual, there is a series of mental steps which the individual goes through. At some point of time, the individual will be unaware of the product or offer in the market. The initial communication task of the advertising activity is to increase consumer awareness of the product or offer.

COMPREHENSION & IMAGE The second step of the communication process is comprehension of the product or offer and involves the target audience learning something about the product or offer. What are its specific characteristics and appeals, including associated imagery and feelings? In what way does it differ from its competitors? Whom is it supposed to benefit?

ATTITUDE
The third step is the attitude (or conviction) step and intervenes between comprehension and final action. COGNITIVE- mental image, understanding interpretation AFFECTIVE- feelings or emotions about the object, idea
or topic.

CONATIVE- intentions, actions or behaviour

ACTION

The action phase involves some overt move on the part of the buyer such as trying a brand for the first time, visiting a showroom, or requesting information.

Think?
You are a dealer or distributor and want to sell products of a reputed company. You don't have to worry about the image and perception of the brand. You are just worried that customers might not want to buy from you. And, instead, buy from a competiting shop next to yours dealing with the same kinds of products. In such a case what should be done? What should be your advertising objective? Should you have a advertising strategy? What would be the ingredients of such an advertising plan? What should be the budget?

The whole communication process is a bit more complex. And under different circumstances, it may differ slightly, but the basic concept revolves around what is mentioned above. The DAGMAR approach emphasizes the communication task of advertising. The second important concept of the approach is that the advertising goal should be specific. It should be a written, measurable task involving a starting point, a defined audience, and a fixed time period.

Advertising and Consumer Behavior The primary goal of an IMC program is to develop effective methods of informing, persuading reminding and reinforcing consumer/customer to purchase products. The best way reach the goal is to clearly understand how a buyer makes the decision to purchase from a particular vendor/retailer.

Consumer Buying Process:

The decision making processes undertaken by consumers in regard to a potential market transaction before, during, and after the purchase of a product or service.

STIMULUS

Problem Recognition

Information Search

Evaluation Of Alternatives

Purchase

PostPurchase Behaviour

Demographics Factors

Social and Psychological factors

STIMULUS
A cue (social, commercial, or non-commercial)
Social cue-friends, family, co-workers etc. Interpersonal source Commercial cue-Ads, personal selling and sales promotion. Non-commercial cue-consumer reports, the Govt. Bulletin.

A drive (Physical) meant to motivate a person A physical drive occurs when a persons physical senses are affected. (Thirst, Hunger & fear) A person may be exposed to any or all these stimuli If sufficiently stimulated, person will proceed to the next stage in the decision process. If not, the person will ignore the cue and delay or terminate the decision process for the given goods, service, organization, person, place, or idea.

Problem Recognition
Consumer recognizes that the goods, service organization, person, place or idea under consideration may solve a problem of shortage or unfulfilled desire.

Recognition of Shortageneeded.

Repurchase is

Recognition of Unfulfilled Desire- Consumer becomes aware of a goods, service, organization, person, place, or idea that has not been bought before.

Information Search
where the customers go through previous memories and experiences looking for acceptable ways to meet a need by buying a product. An affective IMC program targets potential buyers as they are involved in these process. The objective of IMC/Advertising is to find out ways to influence consumer purchasing decisions. NEED WANT INFORMATION SEARCH
Starts with

Internal Search
(Mental recalling of product that might satisfy/meet the need) How it was met in the past

Internal Search

Purchased in the past and satisfied

Same Purchase Decision

Not Satisfied/First time Purchasing

i) Consumer conducts a more complete internal search ii) Not every possible brand is considered. iii) Product tried, not met the need, left out. iV) Little knowledge about product, left out. v) no. of brands are reduced to a group that is mentally manageable

MARKETERS JOB
Make sure brand becomes part of the awareness set at least. Convincing to bring them into consideration set by different mode of advertisement. Obtain high level of brand equity-high quality, reasonable price through attractive and powerful advertising message.

Search Dynamics
Market Partitioning-Identifying the hierarchy
*Brand Dominant Hierarchy-General Motors *Nation Dominant Hierarchy-Japanese Cars Cars Pontiac Toyota Corolla

SUCCESSIVE SETS INVOLVE IN CONSUMER DECISION MAKING

TOTAL AWARENESS SET SET

CONSIDERATIO N SET

CHOICE DECISION SET

External Search
Consumer still feel uncertain about the right brand to purchase. SOURCE: Friends, relatives, experts, books magazines newspaper advertisement publicity in-store display, sales people internet radio/TV How much time consumer spends on? 1. Ability to search 2. Motivation 3. Cost/benefit

MARKETERS JOB
The consumers goal in making the effort to perform an external search is to acquire information leading to a better, more informed decision. The goal of marketers is to provide information that allows consumers to make the right choice. When a consumer has not yet made up his mind it is an ideal time for marketers to influence the decision-making process. The key is to provide the right information at the right time.

Consumer Attitudes
Mental position taken towards atopic, person, event that influence holders feelings, perceptions, learning process and subsequent behaviors. Attitude can drive purchase decision. Positive attitude improve the propensity to purchase the product.. If consumers like advt. the probability to purchase the product being featured increased.

Three Components
Affective- the feelings or emotions about the object Cognitive- mental images, understanding, and interpretation of the object Conative - intention to, action or behavior.

Sequence of Events
A. Cognitive Affective Conative

B. Affective

Conative

Cognitive

C . Conative

Cognitive

Affective

Cognitive
Understanding

Affective
feeling, emotion

Conative
intention
Some may feel favorably about topic but not be moved to change their purchasing behavior.

How to develop?

the product name,

colors size

Cognitive Affective Conative

Affective Conative Cognitive

Evaluation Of Alternatives

The Evoked Set Method The Multiattribute Approach Affect Referral

New Aspects in Evaluation

Age Complexity Gender Complexity Individualism Active, Busy Lifestyles Cocooning Pleasure Pursuits Health Emphasis

EVM MODEL
Computer

Attributes
Memory Graphics Capacity=40% capability=30% Size & Weight=20% Price=10%

Dell HCL HP IBM

10 8 6 4

8 9 8 3

6 8 10 7

4 3 5 8

Post-Purchase use and Disposal

PRODUCT
KEEP IT GET RID OF IT PERMAMNENTLY GET RID OF IT TEMPORARILY

USE IT TO SERVE ORIGINAL PURPOSE

USE IT TO SERVE NEW PURPOSE

STORE IT

LEND IT

RENT IT

GIVE IT AWAY

TRADE IT

SELL IT

THROW IT AWAY

TO BE RESOLD

TO BE USED

DIRECT TO CONSUMER

THROUGH MIDDLEMEN

TO INTERMEDIRIES

Issues to consider in setting advertising budget

Product Life Cycle Market share Competitive clutter Product Substitutability

Advertising Plan: Budgeting

2. Assigning Responsibility 3. Establishing Budget

1. Setting Objectives

Budget types All-you-can-afford Incremental Competitive parity Percentage-of-sales Objective-and-task

The firm establishes a budget after considering various requirements such as types of ads, medium, frequency, and campaign goals.

Setting Advertising Budgets

Affordable Method Setting Promotion Budget at the Level the Company Thinks They Can Afford.

Percentage-of-Sales Method Setting Promotion Budget at a Certain % of Current or Forecasted Sales

Competitive-Parity Method Setting Promotion Budget to Match Competitors Outlay

Objective-and-Task Method Setting Promotion Budget by Defining Objectives, Tasks & Costs.

Elements of the Advertising Planning Process

Comparative Advertising

The Advertising Department Under a Centralized System

President
Production Marketing Research Finance Marketing R&D
Human Resources

Advertising

Sales

Product Planning

Packaging Strategy
Packaging is the least expensive form of advertising Every package is a 5 second commercial

The package is the product

Determining Advertising Budgets;

Determining Advertising Budgets;

 Determining Advertising Budgets; Advertising Planning and Strategy Creative Strategy Development

 Determining Advertising Budgets; Advertising Planning and Strategy Creative Strategy Development