Professional Documents
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Plan Your Advertising Budget
Plan Your Advertising Budget
Advertising Objectives
Specific Communication Tasks Accomplished with a Specific Target Audience During a Specific Period of Time INFORMATIVE ADVERTISING builds PRIMARY Demand PERSUASIVE ADVERTISING builds SELECTIVE Demand COMPARISON ADVERTISING compares one brand to another REMINDER ADVERTISING keeps 3 Advertising Budgetabout product. consumers thinking
Advertising
It's probably the toughest part of any business. How much to spend, where to place the ads, how often, what message to send, and to who?
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The Five Ms
MISSION sales goals, advertising objectives MONEY factors to consider: a) Stage of PLC, b) Market share and consumer base, c) Competition and clutter, d) Advertising frequency, and e) Product substitutability. MESSAGE message generation, message evaluation and selection, message execution, social-responsibility. (AIDA?) Know what this is? (Awareness, Interest, Desire, Action) MEDIA Reach, frequency, impact; Major media types, Specific Media vehicles, Media timing, Geographical media allocation. MEASUREMENT communication impact and sales impact.
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Campaign Evaluations
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9 FIGURE 19.1
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Cont.,
One of the main reasons most businesses like this form of budgeting is the safety factor. Rather than having to "predict" the future and adjust, they are always dealing with a "known" amount.
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Up side
The up side is that if the advertising is done correctly it becomes an investment, not an expense and can fuel more advertising at later dates. The company grows and expands at a faster rate than it would with the percentage of sales method.
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Down side
The down side is that advertising based on a bad promotion or incorrect advertising can be very costly. Suddenly future advertising becomes an expense not an investment. Costs like this cannot always be recouped quickly and may start a downhill slide that can destroy a company.
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All advertising must accomplish a specific definable goal. What will this ad do for your business? What is the short-term benefit to the company for running this ad? The long-term benefit?
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Cont.,
Is this ad financed by the percentage of sales method or a sales objective percentage method? What is the dollar amount allocated to this ad? Co-Op funds available? What is the expected revenue this ad will produce? Are comparable ads being run for competitive products? What size ads do they use? Can you run similar size ads? What is the specific time period for achieving the advertising goal? What form of evaluation will be used to assure that the ad is working or not working?
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Conclusion
Advertising doesn't have to be hard. But, it does require study, testing and planning. The most important lesson in advertising that almost everyone misses is, tracking customer response and income produced by advertising. Does it pay to advertise in the media you've chosen?
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