Soumettre la recherche
Mettre en ligne
Objectives of budgeting
•
Télécharger en tant que PPT, PDF
•
2 j'aime
•
7,209 vues
Mohd Arif
Suivre
Business
Technologie
Affichage du diaporama
Signaler
Partager
Affichage du diaporama
Signaler
Partager
1 sur 30
Télécharger maintenant
Recommandé
Advertising Copy
Advertising Copy
sweet_vijay
Classification of budget
Classification of budget
Dr. C.V. Suresh Babu
Media planning in advertising
Media planning in advertising
Vijyata Singh
Zero based and performance based budgeting
Zero based and performance based budgeting
Vineet Aggarwal
Types of advertising - Basics of advertising
Types of advertising - Basics of advertising
Rai University Ahmedabad
Dagmar
Dagmar
Keshaw Kumar Sahu
Advertisement media plan
Advertisement media plan
Dr.Aravind TS
Advertisement copy
Advertisement copy
sangameshuppar
Recommandé
Advertising Copy
Advertising Copy
sweet_vijay
Classification of budget
Classification of budget
Dr. C.V. Suresh Babu
Media planning in advertising
Media planning in advertising
Vijyata Singh
Zero based and performance based budgeting
Zero based and performance based budgeting
Vineet Aggarwal
Types of advertising - Basics of advertising
Types of advertising - Basics of advertising
Rai University Ahmedabad
Dagmar
Dagmar
Keshaw Kumar Sahu
Advertisement media plan
Advertisement media plan
Dr.Aravind TS
Advertisement copy
Advertisement copy
sangameshuppar
Marketing mix ppt
Marketing mix ppt
Richa Singhvi
Introduction to advertising
Introduction to advertising
19800
Advertising budget
Advertising budget
Muhammed Irfan
communication and advertising model
communication and advertising model
tappoo
Price mix
Price mix
Sujan Oli
Objectives of advertisements
Objectives of advertisements
Aanya Kumar
Promotion in marketing
Promotion in marketing
PROF.JITENDRA PATEL
Introduction to advertising
Introduction to advertising
Nijaz N
Advertising classification
Advertising classification
Ishmeet Oberoi
Social aspects of advertising
Social aspects of advertising
deepabalidatta
ADVERTISEMENT TYPES & AD AGENICIES
ADVERTISEMENT TYPES & AD AGENICIES
RAJWANT KAUR
Advertising copy
Advertising copy
Mushfiqul Hassan
Zero based budgeting
Zero based budgeting
JamshidRaqi
Role of advertising
Role of advertising
Kumaraditya Surya
Advertising ppt
Advertising ppt
Dr. Durgaprasad Navulla
Advertising strategy and planning
Advertising strategy and planning
Punjab University Lahore
Advertisement budget
Advertisement budget
Dr.Aravind TS
Advertising
Advertising
Abhishek Rajvanshi
integrated marketing communication
integrated marketing communication
Tushar Narula
Advertising campaign planning
Advertising campaign planning
deepu2000
Kotcha15
Kotcha15
Eleazar Roma
Establishing Objectives and Budgeting for the Promotional Program
Establishing Objectives and Budgeting for the Promotional Program
Rahul Barwe
Contenu connexe
Tendances
Marketing mix ppt
Marketing mix ppt
Richa Singhvi
Introduction to advertising
Introduction to advertising
19800
Advertising budget
Advertising budget
Muhammed Irfan
communication and advertising model
communication and advertising model
tappoo
Price mix
Price mix
Sujan Oli
Objectives of advertisements
Objectives of advertisements
Aanya Kumar
Promotion in marketing
Promotion in marketing
PROF.JITENDRA PATEL
Introduction to advertising
Introduction to advertising
Nijaz N
Advertising classification
Advertising classification
Ishmeet Oberoi
Social aspects of advertising
Social aspects of advertising
deepabalidatta
ADVERTISEMENT TYPES & AD AGENICIES
ADVERTISEMENT TYPES & AD AGENICIES
RAJWANT KAUR
Advertising copy
Advertising copy
Mushfiqul Hassan
Zero based budgeting
Zero based budgeting
JamshidRaqi
Role of advertising
Role of advertising
Kumaraditya Surya
Advertising ppt
Advertising ppt
Dr. Durgaprasad Navulla
Advertising strategy and planning
Advertising strategy and planning
Punjab University Lahore
Advertisement budget
Advertisement budget
Dr.Aravind TS
Advertising
Advertising
Abhishek Rajvanshi
integrated marketing communication
integrated marketing communication
Tushar Narula
Advertising campaign planning
Advertising campaign planning
deepu2000
Tendances
(20)
Marketing mix ppt
Marketing mix ppt
Introduction to advertising
Introduction to advertising
Advertising budget
Advertising budget
communication and advertising model
communication and advertising model
Price mix
Price mix
Objectives of advertisements
Objectives of advertisements
Promotion in marketing
Promotion in marketing
Introduction to advertising
Introduction to advertising
Advertising classification
Advertising classification
Social aspects of advertising
Social aspects of advertising
ADVERTISEMENT TYPES & AD AGENICIES
ADVERTISEMENT TYPES & AD AGENICIES
Advertising copy
Advertising copy
Zero based budgeting
Zero based budgeting
Role of advertising
Role of advertising
Advertising ppt
Advertising ppt
Advertising strategy and planning
Advertising strategy and planning
Advertisement budget
Advertisement budget
Advertising
Advertising
integrated marketing communication
integrated marketing communication
Advertising campaign planning
Advertising campaign planning
Similaire à Objectives of budgeting
Kotcha15
Kotcha15
Eleazar Roma
Establishing Objectives and Budgeting for the Promotional Program
Establishing Objectives and Budgeting for the Promotional Program
Rahul Barwe
2. the role of imc in the marketing process
2. the role of imc in the marketing process
nzl88
Marketing
Marketing
Liliana Carrillo
Lecture 22(public relations)
Lecture 22(public relations)
Akhilesh Anjan
Lecture 4-obectives-budgeting
Lecture 4-obectives-budgeting
VMCC
18. personal selling
18. personal selling
nzl88
16. sales promotion
16. sales promotion
nzl88
Marketing Planning
Marketing Planning
Pimsat University
Selling & Sales Management in the future
Selling & Sales Management in the future
Vlerick Business School
Mel Berger Personal Value Proposition
Mel Berger Personal Value Proposition
bergermel
Musigmasadlerfeb2012
Musigmasadlerfeb2012
George Sadler
Gregory J Jackson
Gregory J Jackson
Gregory Jackson
Greenhouse Value Proposition3
Greenhouse Value Proposition3
sbranney
Budget and comm.
Budget and comm.
Sivaraj Kumar
Sales Strategy
Sales Strategy
Sheshagiri Hegde
Corp Overview Dec2309
Corp Overview Dec2309
Jessie Paul
Cpm sales offering 10 06 2012
Cpm sales offering 10 06 2012
The House of Marketing
Establishing Objectives and Budgeting for the Promotional Program
Establishing Objectives and Budgeting for the Promotional Program
Indrajit Bage
conversion expectations- a metrices for sales growth
conversion expectations- a metrices for sales growth
streamview
Similaire à Objectives of budgeting
(20)
Kotcha15
Kotcha15
Establishing Objectives and Budgeting for the Promotional Program
Establishing Objectives and Budgeting for the Promotional Program
2. the role of imc in the marketing process
2. the role of imc in the marketing process
Marketing
Marketing
Lecture 22(public relations)
Lecture 22(public relations)
Lecture 4-obectives-budgeting
Lecture 4-obectives-budgeting
18. personal selling
18. personal selling
16. sales promotion
16. sales promotion
Marketing Planning
Marketing Planning
Selling & Sales Management in the future
Selling & Sales Management in the future
Mel Berger Personal Value Proposition
Mel Berger Personal Value Proposition
Musigmasadlerfeb2012
Musigmasadlerfeb2012
Gregory J Jackson
Gregory J Jackson
Greenhouse Value Proposition3
Greenhouse Value Proposition3
Budget and comm.
Budget and comm.
Sales Strategy
Sales Strategy
Corp Overview Dec2309
Corp Overview Dec2309
Cpm sales offering 10 06 2012
Cpm sales offering 10 06 2012
Establishing Objectives and Budgeting for the Promotional Program
Establishing Objectives and Budgeting for the Promotional Program
conversion expectations- a metrices for sales growth
conversion expectations- a metrices for sales growth
Plus de Mohd Arif
Bootp and dhcp
Bootp and dhcp
Mohd Arif
Arp and rarp
Arp and rarp
Mohd Arif
User datagram protocol
User datagram protocol
Mohd Arif
Project identification
Project identification
Mohd Arif
Project evalaution techniques
Project evalaution techniques
Mohd Arif
Presentation
Presentation
Mohd Arif
Pointers in c
Pointers in c
Mohd Arif
Peer to-peer
Peer to-peer
Mohd Arif
Overview of current communications systems
Overview of current communications systems
Mohd Arif
Overall 23 11_2007_hdp
Overall 23 11_2007_hdp
Mohd Arif
Network management
Network management
Mohd Arif
Networing basics
Networing basics
Mohd Arif
Loaders
Loaders
Mohd Arif
Lists
Lists
Mohd Arif
Iris ngx next generation ip based switching platform
Iris ngx next generation ip based switching platform
Mohd Arif
Ip sec and ssl
Ip sec and ssl
Mohd Arif
Ip security in i psec
Ip security in i psec
Mohd Arif
Intro to comp. hardware
Intro to comp. hardware
Mohd Arif
Heap sort
Heap sort
Mohd Arif
H.323 vs. cops interworking
H.323 vs. cops interworking
Mohd Arif
Plus de Mohd Arif
(20)
Bootp and dhcp
Bootp and dhcp
Arp and rarp
Arp and rarp
User datagram protocol
User datagram protocol
Project identification
Project identification
Project evalaution techniques
Project evalaution techniques
Presentation
Presentation
Pointers in c
Pointers in c
Peer to-peer
Peer to-peer
Overview of current communications systems
Overview of current communications systems
Overall 23 11_2007_hdp
Overall 23 11_2007_hdp
Network management
Network management
Networing basics
Networing basics
Loaders
Loaders
Lists
Lists
Iris ngx next generation ip based switching platform
Iris ngx next generation ip based switching platform
Ip sec and ssl
Ip sec and ssl
Ip security in i psec
Ip security in i psec
Intro to comp. hardware
Intro to comp. hardware
Heap sort
Heap sort
H.323 vs. cops interworking
H.323 vs. cops interworking
Dernier
Call Us ➥9319373153▻Call Girls In North Goa
Call Us ➥9319373153▻Call Girls In North Goa
Call girls in Goa, +91 9319373153 Escort Service in North Goa
8447779800, Low rate Call girls in Rohini Delhi NCR
8447779800, Low rate Call girls in Rohini Delhi NCR
ashishs7044
Digital Transformation in the PLM domain - distrib.pdf
Digital Transformation in the PLM domain - distrib.pdf
Jos Voskuil
Youth Involvement in an Innovative Coconut Value Chain by Mwalimu Menza
Youth Involvement in an Innovative Coconut Value Chain by Mwalimu Menza
ictsugar
No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...
No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...
Call girls in Goa, +91 9319373153 Escort Service in North Goa
Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737
Riya Pathan
PSCC - Capability Statement Presentation
PSCC - Capability Statement Presentation
Anamaria Contreras
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
callgirls2057
MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?
Olivia Kresic
Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...
Americas Got Grants
Cyber Security Training in Office Environment
Cyber Security Training in Office Environment
elijahj01012
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
dollysharma2066
Japan IT Week 2024 Brochure by 47Billion (English)
Japan IT Week 2024 Brochure by 47Billion (English)
Data Analytics Company - 47Billion Inc.
Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...
Peter Ward
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
callgirls2057
Organizational Structure Running A Successful Business
Organizational Structure Running A Successful Business
Seta Wicaksana
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy Verified Accounts
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Perera
ictsugar
Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...
Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...
ictsugar
International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...
ssuserf63bd7
Dernier
(20)
Call Us ➥9319373153▻Call Girls In North Goa
Call Us ➥9319373153▻Call Girls In North Goa
8447779800, Low rate Call girls in Rohini Delhi NCR
8447779800, Low rate Call girls in Rohini Delhi NCR
Digital Transformation in the PLM domain - distrib.pdf
Digital Transformation in the PLM domain - distrib.pdf
Youth Involvement in an Innovative Coconut Value Chain by Mwalimu Menza
Youth Involvement in an Innovative Coconut Value Chain by Mwalimu Menza
No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...
No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...
Independent Call Girls Andheri Nightlaila 9967584737
Independent Call Girls Andheri Nightlaila 9967584737
PSCC - Capability Statement Presentation
PSCC - Capability Statement Presentation
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
MAHA Global and IPR: Do Actions Speak Louder Than Words?
MAHA Global and IPR: Do Actions Speak Louder Than Words?
Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...
Cyber Security Training in Office Environment
Cyber Security Training in Office Environment
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
Japan IT Week 2024 Brochure by 47Billion (English)
Japan IT Week 2024 Brochure by 47Billion (English)
Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Organizational Structure Running A Successful Business
Organizational Structure Running A Successful Business
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail Accounts
Kenya Coconut Production Presentation by Dr. Lalith Perera
Kenya Coconut Production Presentation by Dr. Lalith Perera
Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...
Global Scenario On Sustainable and Resilient Coconut Industry by Dr. Jelfina...
International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...
Objectives of budgeting
1.
Establishing Objectives and Budgeting
for the Promotional Program © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
2.
Value of Objectives
Focus & Focus & Objectives Objectives Coordination Coordination Plans & Plans & Decisions Decisions Measurement Measurement & Control & Control © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
3.
Characteristics of Objectives
Attainable Attainable Realistic Realistic Measurable Measurable Objectives Objectives Not Mutually Not Mutually Specific Specific Exclusive Exclusive © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
4.
Advertising Can Shape
Corporate Images © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
5.
Marketing Versus Communications
Objectives Marketing Marketing Communications Communications Objectives Objectives Objectives Objectives •• Generally stated in the Generally stated in the •• Derived from the overall Derived from the overall firm’s marketing plan firm’s marketing plan marketing plan marketing plan •• Achieved through the Achieved through the •• More narrow than More narrow than overall marketing plan overall marketing plan marketing objectives marketing objectives •• Quantifiable, such as Quantifiable, such as Vs. •• Based on particular Based on particular sales, market share, ROI sales, market share, ROI communications tasks communications tasks •• To be accomplished in a To be accomplished in a •• Designed to deliver Designed to deliver given period of time given period of time appropriate messages appropriate messages •• Must be realistic and Must be realistic and •• Focused on a specific Focused on a specific attainable to be effective attainable to be effective target audience target audience © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
6.
Many Different Factors
Affect Sales $ALE$ $ALE$ Advertising Advertising Product Product and and Competition Competition quality quality promotion promotion The The Distribution Distribution Technology Technology Price Price economy economy © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
7.
Direct Response Ads
Seek Sales © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
8.
Some Communications Use
Nontraditional Methods © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
9.
Sales As Advertising
Objectives © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
10.
Test Your Knowledge Which
of the following statements about communications objectives is true? A) It is easy to translate sales goals into communications objectives. B) It can be difficult to determine the relationship between communications objectives and sales performance. C) Communications objectives cannot serve as operational guidelines to the planning, execution, and evaluation of the promotional program. D) Marketing managers do not recognize the value of setting communications objectives. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
11.
Advertising and Movement
Toward Action Conative Purchase Point of purchase Retail store ads, Deals Realm of motives. “Last-chance” offers Price appeals, Testimonials Ads stimulate or direct desires. Conviction Preference Competitive ads Affective Argumentative copy Realm of emotions. Ads change attitudes Liking “Image” copy Status, glamour appeals and feelings Knowledge Announcements Descriptive copy Classified ads Cognitive Slogans, jingles, skywriting Realm of thoughts. Ads provide Awareness Teaser campaigns information and facts. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
12.
Image Ads Can
Have a Strong Effect on Preference © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
13.
Pyramid of Communications
Effects 5% Use e iv at n Co 20% Trial e 25% Preference iv ct fe Af 40% Liking ve 70% Knowledge i ti gn Co 90% Awareness © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
14.
The DAGMAR Approach Define
Awareness Awareness Advertising Goals for Comprehension Comprehension Comprehension Comprehension Measuring Conviction Advertising Conviction Results Action Action © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
15.
Pros and Cons
of DAGMAR Pros Cons Assessment of campaign Assessment of campaign Problems with the Problems with the effectiveness effectiveness response hierarchy response hierarchy Value of communication- Value of communication- Sales objectives Sales objectives based objectives based objectives Measurement of stages Measurement of stages Practicality and cost Practicality and cost Less subjective Less subjective Inhibition of creativity Inhibition of creativity © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
16.
Advertising-Based View of
Communications Advertising Through Media Acting on Consumers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
17.
Balancing Objectives and
Budgets What we’re What we need willing and to achieve our able to spend objectives Dollars Goals © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
18.
Test Your Knowledge In
marginal analysis all of the following should be considered EXCEPT: A) sales B) fixed costs of advertising C) advertising expenditures and other variable costs D) gross margin E) net worth © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
19.
Marginal Analysis
Sales Gross Margin Sales in $ Ad. Expenditure Profit Point A Advertising / Promotion in $ © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
20.
BASIC Principle of
Marginal Analysis Increase Increase If the increased cost is less If the increased cost is less Spending Spending than the incremental than the incremental (marginal) return (marginal) return If the increased cost is equal If the increased cost is equal Hold Hold to the incremental (marginal) to the incremental (marginal) Spending Spending return. return. If the increased cost is more If the increased cost is more Decrease Decrease than the incremental than the incremental Spending Spending (marginal) return (marginal) return © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
21.
Assumptions for Marginal
Analysis Sales are the Sales are the result of principal advertising and objective of promotion, and advertising and promotion nothing else © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
22.
Advertising Sales/Response Functions
A. Concave- B. S-Shaped Downward Response Response Curve Function Incremental Sales Incremental Sales Initial Spending High Spending Middle Level Little Effect Little Effect High Effect Range A Range B Range C Advertising Expenditures Advertising Expenditures © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
23.
Top-Down Budgeting Top
Management Sets the Spending Limit Top Management Sets the Spending Limit The Promotion Budget Is Set to Stay Within The Promotion Budget Is Set to Stay Within the Spending Limit the Spending Limit © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
24.
Top-Down Budgeting Methods
Competitive Competitive Parity Parity Arbitrary Arbitrary Percentage Percentage Allocation Allocation Top of Sales of Sales Top Management Management Return on Return on Affordable Affordable Investment Investment Method Method © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
25.
Bottom-Up Budgeting
Total Budget Is Approved by Total Budget Is Approved by Top Management Top Management Cost of Activities are Budgeted Cost of Activities are Budgeted Activities to Achieve Objectives Activities to Achieve Objectives Are Planned Are Planned Promotional Objectives Are Set Promotional Objectives Are Set © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
26.
Test Your Knowledge Well
known brand name products do not receive incremental advantages from increased dollar expenditures on advertising. Once the ad hits the market, subsequent budget increases result in little or no incremental gains. This might best be explained by: A) arbitrary allocation B) the objective and task method C) competitive parity D) an S-shaped response E) rapidly diminishing returns © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
27.
Objective and Task
Method Establish Objectives Establish Objectives (create awareness of new product (create awareness of new product among 20 percent of target market) among 20 percent of target market) Determine Specific Tasks Determine Specific Tasks (advertise on market area television and (advertise on market area television and radio and local newspapers) radio and local newspapers) Estimate Costs Associated with Tasks Estimate Costs Associated with Tasks (determine costs of advertising, (determine costs of advertising, promotions, etc.) promotions, etc.) Monitor and Adjust Monitor and Adjust (monitor performance and adjust) (monitor performance and adjust) © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
28.
Media Expenditures
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
29.
Are There Economies
of Scale? Proposition I Larger firms can support their brands with lower relative advertising costs than smaller firms. No evidence to support this! Proposition II The leading brand in a product group enjoys lower advertising costs per sales dollar than do other brands. No evidence to support this! Proposition III There is a static relationship between advertising costs per dollar of sales and the size of the advertiser. No evidence to support this! © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
30.
Ad Spending and
Share of Voice Share of Voice Decrease–find a Decrease–find a Competitor’s High Increase to Defend Increase to Defend Defensible Niche Defensible Niche Attack With Large Attack With Large Maintain Modest Maintain Modest SOV Premium Spending Premium Low SOV Premium Spending Premium Low High Your Share of Market © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Télécharger maintenant