Difference Between Search & Browse Methods in Odoo 17
Presupuestos publicitariosune3
1. Types of Budgets
Percentage of Sales
Sales of current year, or next year
Simple
Tends to work in the opposite direction
Does not meet special needs
2. Types of Budgets
Meet the competition
Seeks to prevent market share loss
Highly competitive markets
Dollars may not be spent efficiently
3. Types of Budgets
What we can afford
Set after all other items budgeted
Not understand importance of marketing
4. Types of Budgets
Objective and task
Budgets determined by objectives
Best method of budgeting
Used by 50% of firms
5. Types of Budgets
Payout planning
Ratio—advertising to sales or market share
Larger percent at product launch
Lower percent when brand established
Based on threshold effect
7. IMC Components
Traditional advertising
Trade promotions
Consumer promotions
Media spending
Alternative media spending
Business-to-business media spending
9. U.S. Ad Spending by Media
Other, 1.3% Internet, 7.6%
Magazines, 20.0%
Television, 43.6%
Newspapers, 17.7
%
Radio, 7.2% Outdoor, 2.6%
Source: Adapted from “U.S. Ad Expenditures,” 2008 Marketing Fact Book, Marketing News, July 15, 2008, p. 22.
10. U.S. Alternative Media Spending
Social Media
$1.43
Brand Entertainment 2% Interactive Marketing
$22.30 $11.91
30% 16%
Entertainment/Digital
Online/Mobile
out-of-home
$29.94
$9.28
40%
12%
Source: Adapted from “U.S. Alternative Media Spending,” 2008 Marketing Fact Book, Marketing News, July 15, 2008, p. 18, 22.
11. U.S. B-to-B Direct Marketing Spending
Telephone marketing
32.2%
Internet marketing (non
email)
14.5%
Other
1.5%
Insert media
0.5% Commercial e-mail
0.3%
Direct mail (catalog)
Television 9.6%
12.3%
Radio
2.9%
Newspapers Direct mail (non-catalog)
5.1% 15.8%
Magazine
5.3%
Source: Adapted from “U.S. Alternative Media Spending,” 2008 Marketing Fact Book, Marketing News, July 15, 2008, p. 24.
12. Restaurant Chains
U.S. Market Share vs Media Ad Spending
Rank Market Share Media Ad Cost Per Share
Brand Spend (Mil) Pt. (Mil)
(Thousands)
1 McDonald’s 7.7% $ 727.7 $ 93.9
2 Burger King 2.4% $ 268.8 $ 113.2
3 Wendy’s 2.3% $ 374.7 $161.5
4 Subway 2.2% $ 325.2 $150.1
5 Taco Bell 1.9% $ 231.7 $125.1
Source: “Top 10 Restaurant Chains,” www.adage.com, accessed October 1, 2008
13. Automotive Brands
U.S. Market Share vs Media Ad Spending
Rank Market Media Ad Cost Per
Brand Share Spend (Mil) Share Pt. (Mil)
(Thousands)
1 Toyota Camry 5.4% $ 65.6 $ 12.1
2 Honda Accord 4.6% $ 114.3 $ 24.8
3 Honda Civic 3.9% $ 112.0 $ 28.7
4 Nissan Altima 3.2% $ 132.1 $ 41.2
5 Chevrolet Impala 3.1% $ 58.5 $ 18.8
Source: “Top 10 Auto Brands,” www.adage.com, accessed October 1, 2008
14. Shampoos/Conditioners
U.S. Market Share vs Media Ad Spending
Rank Market Media Ad Cost Per
Brand Share Spend (Mil) Share Pt. (Mil)
(Thousands)
1 Pantene 19.3% $ 175.8 $ 9.1
2 Suave 7.3% $ 16.1 $ 2.2
3 Clairol Herbal 5.7% $ 22.6 $ 3.9
Essence
4 L’Oreal 5.1% $ 38.9 $ 7.6
5 Head & 4.9% $ 52.5 $ 10.7
Shoulders
Source: “Top 10 Shampoos/Conditioners,” www.adage.com, accessed October 1, 2008
15. Successful Globally Integrated Marketing
Communications Tactics
Understand the international market
A borderless marketing plan
Thinking globally but acting locally
Local partnerships
Communication segmentation strategies
Market communication analysis
Solid communication objectives
Hinweis der Redaktion
In terms of total marketing expenditures, approximately 41.1% is spent on some form of advertising. Consumer promotions account for 27.9% and trade promotions for 27.5%. These percentages will vary from industry to industry. It will also be different for products and services, and for consumer companies and B-to-B firms.
In the United States, most ad dollars are spent on television advertising, 43.6%. Magazines are second with 20% and newspapers are third with 17.7%. The Internet accounts for only 7.6%, but is the fastest growing media.
When looking at alternative media spending, the largest category is for online and mobile, 40%. The second largest expenditure is for branded entertainment, 30%.
The business-to-business market, telephone marketing is first with 32.2%. Direct mail is second at 15.8% and Internet marketing is third with 14.5%.