乔治·E·贝尔奇-广告与促销：整合营销传播视角（第8版）Chapter07a.pptVIP

Establishing Objectivesand Budgeting for the Promotional Program Value of Objectives Characteristics of Objectives Measurable Results Marketing vs. Communications Objectives Sales Objectives Factors Influencing Sales Where Sales Objectives are Appropriate Where Sales Objectives are Appropriate Test Your Knowledge From Awareness to Action Creating an Image Communications Effects Pyramid The DARMAR Approach Characteristics of Objectives Pros and Cons of DAGMAR Advertising-Based View of Communications Utilizing a Variety of Media San Diego Zoo Protect Endangered Species Establishing Allocating the Promotional Budget Test Your Knowledge Establishing a Budget Budget Adjustments Assumptions for Marginal Analysis Sales Response Models Factors Influencing Advertising Budgets Top-Down vs. Bottom-Up Budgeting Top-Down Budgeting Methods Test Your Knowledge Object and Task Method Payout Planning Quantitative Models Allocating to IMC Elements Share of Voice Effect Economies of Scale Organizational Characteristics Decrease–find a defensible niche Increase to defend Attack with large SOV premium Maintain modest spending premium Competitor’s Share of Voice High Low High Low Your Share of Market There is no evidence to support any of these! Proposition I Larger firms can support their brands with lower relative advertising costs than smaller firms. Proposition II The leading brand in a product group enjoys lower advertising costs per sales dollar than do other brands. Proposition III There is a static relationship between advertising costs per dollar of sales and the size of the advertiser. Factors that influence advertising and promotion budgets The organization’s structure Power and politics The use of expert opinions Characteristics of the decision maker Approval and negotiation channels Pressure on senior managers to arrive at the optimal budget Chapter One An Introduction to Integrated Marketing Communications ? 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Relation