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Marketing and Advertising Planning
Top-down, Bottom-up and IMC

1.
The Marketing Plan

1. The Importance of Marketing Planning

1. The marketing plan assembles all the pertinent facts about the organization, the markets it serves, and its products, services, customers, competition, and so on.
2. It forces all of the departments-product development, production, selling, advertising, credit, transportation-to focus on the customer.
3. Finally, it sets goals and objectives for specified periods of time and lays out strategies and tactics to achieve them.

2. The Effect of the Marketing Plan on Advertising

1. It helps managers analyze and improve all company operations, including marketing and advertising programs.
2. It dictates the role of advertising in the marketing mix.
3. It enables better implementation, control, and continuity of advertising programs, and it ensures the most efficient allocation of advertising dollars.......

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Approximate Word Count: 1419
Approximate Pages: 6 (250 words per double-spaced page)

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