IMC Lecture 7
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IMC Lecture 7

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...integration, budgets and control

...integration, budgets and control

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IMC Lecture 7 IMC Lecture 7 Presentation Transcript

  • 7
  • 1 context analysis 2 promotional objectives 3 promotional strategy 4 coordinated communications mix 5 6 implementation Control and evaluation
  • budget-setting method explanation arbitrary based on guess work on behalf of the most senior management – budget for resources determined as each demand arises inertia the same amount of budget as was spent on previous communications is made available media multiplier last years budget is increased by the rate of inflation percentage of sales budget is set in relation to the level of historic or forecast sales, may be based on traditional figures affordable what is left after all other costs in relation to production, manufacturing and distribution are accounted for first then we’re left with what’s left objective and task the resources needed to achieve each objective are determined and costed and brought into an overall, total budget
  • organisations deliberately spend the same as key competitors
  • 2013 ITV Spots cost file Cost for one transmission – split by region 11:00 ITV REGION 18:45 19:30 21:30 23:05 DAYTIME - EARLY CORONATION MOVIE or LATE NIGHT STREET DRAMA MOVIE THIS MORNING EVENING NEWS ANGLIA £480 £2,950 £3,740 £5,170 £1,180 MERIDIAN £650 £3,970 £5,030 £6,510 £1,590 LONDON £1,690 £6,510 £11,490 £13,270 £2,770 CENTRAL £850 £5,340 £9,090 £16,540 £1,530 HTV W&W £410 £1,970 £3,340 £3,250 £570 WESTCOUNTRY £110 £700 £1,190 £1,120 £200 SCOTLAND £450 £2,420 £3,750 £3,280 £580 GRANADA £620 £3,240 £5,470 £4,190 £1,080 BORDER £50 £230 £390 £350 £80 YORKSHIRE £500 £2,610 £4,400 £3,930 £870 TYNE TEES £220 £1,160 £1,950 £1,700 £390 UTV £170 £1,170 £1,480 £1,080 £270 TOTAL £6,200 £32,270 £51,320 £60,390 £11,110
  • 2013 ITV Spots cost file Cost for one transmission – split by region NOTES All spot costs assume a 30" advert. These airtime costs are estimates based on typical traded discounts off projected 2012 annual average CPT's. Ratings for programmes listed have been calculated based on typical average TVR's for traded audience. Estimates for adult views (impacts) and ratings are for reference/comparison only. Rates can fluctuate +/- 20% or more from these depending on month and channel. Where applicable, there is a second transmission on the +1 channel, these are not included in the spot estimates TERMS AND CONDITIONS http://www.itvmedia.co.uk/advertising-on-itv/terms-and-conditions CONTACT http://www.itvmedia.co.uk/advertising-on-itv/contact-us-
  • http://www.wordstream.com/articles/google-statistics, 2012
  • There is no easy way to determine a budget...
  • A relatively new concept but can be related to budgeting …and we can earn media and communications over time
  • Be realistic… think about what you want to achieve Bring the costs into your implementation plan
  • 1 context analysis 2 promotional objectives 3 promotional strategy 4 coordinated communications mix 5 6 implementation Control and evaluation
  • volume of advertising volume of advertising volume of advertising time time time
  • volume of advertising volume of advertising volume of advertising time time time
  • volume of advertising volume of advertising volume of advertising time time time
  • 1 context analysis 2 promotional objectives 3 promotional strategy 4 coordinated communications mix 5 6 implementation Control and evaluation
  • Specific, Measureable, Achievable, Realistic and Time-bound
  • Measure… let’s say increase sales by 10% gap analysis… timeframe