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Chapter Outline
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Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC, 234

The Marketing Plan, 237
The Importance of Marketing Planning, 237
The Effect of the Marketing Plan on Advertising, 237
Top-Down Marketing, 237
Bottom-Up Marketing: How Small Companies Plan, 243
The New Marketing Mantra: Relationship Marketing, 244
The Importance of Relationships, 245
Levels of Relationships, 245
Using IMC to Make Relationships Work, 246
IMC: The Concept and the Process, 247
The Dimensions of IMC, 249
The IMC Approach to Marketing and Advertising Planning, 250
The Importance of IMC to the Study of Advertising, 252
The Advertising Plan, 252
Reviewing the Marketing Plan, 252
Setting Advertising Objectives, 252
Advertising Strategy and the Creative Mix, 255
The Secret to Successful Planning, 258
Allocating Funds for Advertising, 258
Advertising: An Investment in Future Sales, 258
Methods of Allocating Funds, 263
The Bottom Line, 265





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