AD Budgeting.

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Presentation transcript:

AD Budgeting

Budgeting Decisions Two major decisions Budgeting decisions involve determining how much money will be spent on advertising and promotion each year and how the monies will be allocated Two major decisions Establishing the size of the budget Allocating the budget

BASIC Principles of Marginal Analysis Increase Spending . . . IF: The increased cost is less than the incremental (marginal) return. Decrease Spending . . . IF: The increased cost is more than the incremental (marginal) return. Hold Spending Level. . . IF: The increased cost is equal to the incremental (marginal) return.

Problems with Marginal Analysis Assumption: Sales are the principal objective of advertising and/or promotion. Sales are the result of advertising and promotion and nothing else.

Advertising Sales/Response Functions Incremental Sales Advertising Expenditures A. Concave-Downward Response Curve Incremental Sales Advertising Expenditures Range A Range B Range C B. S-Shaped Response Function High Spending Little Effect Initial Spending Middle Level High Effect

Top-Down Budgeting Top Management Sets the Spending Limit The Promotion Budget Is Set to Stay Within the Spending Limit

Top-Down Approaches The Affordable Method Arbitrary Allocation Method What we have to spare. What's left to spend. Arbitrary Allocation Method No system. Seemed like a good idea at the time. Percentage of Sales Method Set percentage of sales or amount per unit. Competitive Parity Method Match competitor or industry average spending. Return on Investment Method Spending is treated as a capital investment.

Bottom-Up Budgeting Total Budget Is Approved by Top Management Cost of Activities are Budgeted Activities to Achieve Objectives Are Planned Promotional Objectives Are Set

Objective and Task Method Establish Objectives (create awareness of new product among 20 percent of target market) Determine Specific Tasks (advertise on market area television and radio and local newspapers) Estimate Costs Associated with Tasks (create awareness of new product among 20 percent of target market)

Payout Planning To determine how much to spend, marketers develop a payout plan that determines the investment value of the advertising and promotion appropriation Example of a three-year payout plan ($ millions) Year 1 Year 2 Year 3 Product sales 15.0 35.50 60.75 Profit contribution (@$.50 per case) 7.5 17.75 30.38 Advertising/promotions 15.0 10.50 8.50 Profit (loss) (7.5) 7.25 21.88 Cumulative profit (loss) (7.5) (0.25) 21.63

Allocating the IMC Budget Factors Affecting Allocation to Various IMC Elements Client/Agency Policies Size of Market Market Potential Market Share Goals Market Share and Economies of Scale Organizational Characteristics

Share of Voice and Ad Spending