Marketing and Advertising Planning Top Down, Bottom Up and IMC1.The Marketing Plan1. The importance of marketing planning1. The marketing plan brings together all the relevant facts about the organization, the markets it serves, its products, services, customers, competition, and so on.2. It forces all departments - product development, manufacturing, sales, advertising, credit, transportation - to focus on the customer. Finally, it establishes goals and objectives for specific periods of time and defines strategies and tactics to achieve them.2. The effect of marketing plan on advertising1. Helps managers analyze and improve all business operations, including marketing and advertising programs.2. Dictates the role of advertising in the marketing mix.3. It allows for better implementation, control and continuity of advertising programs and ensures the most efficient allocation of advertising investments.3. Top-down marketing planning1. Situation Analysis: A factual statement of the organization's current situation and how it got there. Furthermore:1. Present all relevant facts about the company's history, growth, products, sales volume, market share, competitive status, markets served, distribution system, past advertising programs, study results market research, company capabilities, strengths and weaknesses and any other relevant information.2. After gathering historical information, the focus shifts to potential threats and opportunities based on key factors outside the company's control: economic, political, social, technological, or business environments in which the company operates.2. Marketing Objectives1. Business objectives are usually expressed in terms of profit or return on investment, or net worth, earnings ratio, growth or corporate reputation. Marketing objectives, which derive from company objectives, refer to the needs of target markets and specific sales objectives called:1. Need satisfaction objectives: shift the manager's view of the organization from a producer of products or services to a person who satisfies the needs of the target market.2. Target sales goals: These are specific, quantitative and realistic marketing objectives to be achieved within a specified time period.3. Marketing Strategy: The total directional thrust of the company's marketing efforts; a statement of how the company intends to achieve its objectives.