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Sales Promotions 2

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Stephan Dahl
Stephan Dahl
Economía y finanzasEmpresariales
1 de 28
Implementation, accountability, control, evaluation - and the legal framework of sales promotion campaigns
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],The Budget
WKS Survey ,[object Object],[object Object],[object Object]
Budgeting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Packs/period x ,[object Object],[object Object]
Proofs of Purchase ,[object Object],[object Object],[object Object]
OTA (Opportunity to Apply) ,[object Object],[object Object],[object Object]
Redemption Level ,[object Object],[object Object],[object Object]
Cost everything.... Cost of Gift 1.10 Handling 0.90 Total Cost for Gift: 2.00 x RL (3,000) 6,000 + Art work, printing, support 6,000 Total for campaign: 12,000
Cost/pack ,[object Object],[object Object],[object Object],[object Object]
NB ,[object Object],[object Object],[object Object]
Timing ,[object Object],[object Object],[object Object],[object Object],[object Object]
Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
KISS! ,[object Object],[object Object]
Logistics ,[object Object]
Planning ,[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
Brief Possible Concepts Budget Timing Communication Logistics Legal check against shortlist and check against objectives Stage 1 : Feasibility
Shortl. Concepts Budget Timing Communication Logistics Legal Outline Plans (visual and copy) check back which is best (vs. brief/objectives) Top Plan Define Success (KPI) Stage 2 : Checking
Shortl. Concepts Copy & Design Final admin Final Communication Final material Evaluat. Criteria Recheck Legalities ! detailed Operational Plan Run the Promotion Evaluate (KPI, brief)
Legal aspects ,[object Object],[object Object],[object Object]
Fundamentals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Subject to availability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Children ,[object Object],[object Object],[object Object],[object Object]
Free means FREE! ,[object Object],[object Object],[object Object]
beyond the UK ,[object Object],[object Object],[object Object]

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Sales Promotions 2

  • 1. Implementation, accountability, control, evaluation - and the legal framework of sales promotion campaigns
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  • 10. Cost everything.... Cost of Gift 1.10 Handling 0.90 Total Cost for Gift: 2.00 x RL (3,000) 6,000 + Art work, printing, support 6,000 Total for campaign: 12,000
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  • 20. Brief Possible Concepts Budget Timing Communication Logistics Legal check against shortlist and check against objectives Stage 1 : Feasibility
  • 21. Shortl. Concepts Budget Timing Communication Logistics Legal Outline Plans (visual and copy) check back which is best (vs. brief/objectives) Top Plan Define Success (KPI) Stage 2 : Checking
  • 22. Shortl. Concepts Copy & Design Final admin Final Communication Final material Evaluat. Criteria Recheck Legalities ! detailed Operational Plan Run the Promotion Evaluate (KPI, brief)
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