2011年营销系统培训资料-09-营销预算(实战篇).pptVIP

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * Training for 2011 Marketing System Prepared by Lewis Tang Apr, 2011 B6. Budgeting Contents Marketing Budget Misleads Part I – Establishing the Budget; Part II – Allocating the Budget. Marginal Analysis Mislead 用销售成绩来直接衡量营销推广的努力； 用销售成绩作为唯一一个衡量营销推广的努力。 There is no more difficult, complex, or controversial in marketing than measuring the influence of advertising on sales. Frank M. Bass?(1926-2006) was an?American?academic?in the field of?marketing research, and is considered to be among the founders of?marketing?science. He was the creator of the?Bass diffusion model?that describes the adoption of new products and technologies by first-time buyers. He died on December 1, 2006 David Allen Aaker?(born 1938) is a?consultant?and?author?on the field of?marketing, particularly in the area of?brand strategy. He is currently the Vice?Chairman?of?Prophet, a global?brand?and?marketing?consultancy firm, Professor Emeritus at the?Haas School of Business?of the?University of California, Berkeley?and an advisor to?Denstu, a major Japanese advertising agency. He has been called the father of branding and blogs on Aaker on Brands. Looking for the relationship between advertising and sales is somewhat worse than looking for a needle in a haystack . Sales Response Models 效益递减 （diminishing return) 推广费用增加，价值递减 逻辑 1 – 对于潜在消费者而言，第一次广告接触如果没有促使消费意向，那么极大可能第二次，第三次的广告也没有太大效果。 逻辑2 – 第二次或第三次的广告如果没有起到提升AIDA阶段的话，再多的广告也非常效益有限。 A阶段 – 初始广告起到的作用非常小； B阶段 – 经过某个推广的累积和过程，广告开始起到效果而刺激销售。 C阶段 – 到达某个点，广告效益递减或无效；再多的投入也是白投。 影响营销推广的因素 一般做预算的方法 由上往下 (Top Down)： 负担得起的（Affordable method） 拍脑袋的（Arbitrary Allocation） 销售百分比（Percentage of Sales） 竞争对等 （Competitive Parity） ROI 由下往上 (Bottom Up)： 目标性 任务性 （Objective Task Method） *refer to Promotion Budget tool 任务性预算法 （麦肯锡案例参考） 估计存在5万的潜在观众，制定目标是实现8%的份额 -- 4,000观众。 广告策划者希望广告信息能传递到市场80%，即4万个可能观众。 广告策划者希望会有25%的人（1万）尝试到来参观。而在这些尝试者中有40%，即4,000人会成为忠实观众。 广告策划者估计要实现25%的尝试率需要对每1%的目标人群广告曝光40次。 公司希望对80%的目标群体曝光40次，所