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Adman Lecture 6

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Largest Catholic University

Adman Lecture 6: Establishing Objectives & Budgeting for the Promotional Program

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Advertising Management Lecture 6: Establishing Objectives and Budgeting for the Promotional Program
Lecture Objectives ,[object Object],[object Object],[object Object]
The Value of Objectives ,[object Object],[object Object],[object Object]
Determining Promotional Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]
Determining Promotional Objectives ,[object Object],[object Object],[object Object],[object Object]
Determining Promotional Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sales vs. Communication Objectives ,[object Object],[object Object]
Sales vs. Communication Objectives
Sales vs. Communication Objectives ,[object Object],[object Object]
Sales vs. Communication Objectives ,[object Object]
Communication Objectives ,[object Object],[object Object]
Communications Objectives ,[object Object]
Communication Objectives
Communication Effects Pyramid ,[object Object]
Communication Effects Pyramid
Communication Effects Pyramid
DAGMAR ,[object Object],[object Object]
DAGMAR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Characteristics of Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]
Setting Objectives for the IMC Program ,[object Object],[object Object],[object Object]
Setting Objectives for the IMC Program
Setting Objectives for the IMC Program ,[object Object],[object Object]
Establishing and Allocating the Promotional Budget
Budgeting Approaches ,[object Object],[object Object]
Budget Approaches
Budgeting Approaches ,[object Object]
Top-Down Approaches ,[object Object],[object Object]
Top-Down Approaches ,[object Object],[object Object],[object Object]
Top-Down Approaches
Top-Down Approaches ,[object Object],[object Object],[object Object]
Top-Down Approaches ,[object Object],[object Object]
Build-Up Approaches ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Objective and Task Method ,[object Object],[object Object],[object Object],[object Object],[object Object]
Objective and Task Method
Build-up Approaches ,[object Object],[object Object],[object Object]
Build-Up Approaches ,[object Object]
Budget methods
Allocating the Budget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Allocating the Budget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Assignment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Assignment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Assignment ,[object Object],[object Object],[object Object]

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Adman Lecture 6