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Direct marketing and sales promotion bullet points Free essay! Download now

Home > A Level > Business studies > Direct marketing and sales promotion bullet points

Direct marketing and sales promotion bullet points

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Downloads to date: N/A | Words: 149 | Submitted: 05-Dec-2011
Spelling accuracy: 96.6% | Number of pages: 1 | Filetype: Word .doc


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Direct marketing and sales promotion bullet points essay preview

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Direct marketing and sales promotion bullet points

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Setting the Advertising Budget #1
Percentage of Sales
Advertising budget set according to current or expected sales
May be based on industry or company tradition
Ignores market opportunities/necessities
Affordability
Management judgement on amount that can be afforded
A company should not spend more than it can ‘afford’
Ignores communications objectives and market environment
Setting the Advertising Budget #2
Matching Competition
Spending the same on advertising as your industry rivals
Do you understand who your rivals are?
Objective and Task
Setting the budget according to the task
A political process
Other parts of the business not understanding the need for advertising
The need for outside organisation - agencies
Media Decisions
Evaluating Advertising Effectiveness
Measuring/Testing
Gauging the success of the adverts
Pre-Testing
Takes place before the campaign is run
May involve mock adverts with focus groups
Limiting access to the advert – cinemas
Post-Testing
Statistical analysis of sales data
Brand recognition/recall

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