Material para la clase de Presupuestos Publicitarios UNE

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

6. Types of Budgets
Quantitative models
 Computer simulations
 Develop models based on historical data

7. IMC Components
 Traditional advertising
 Trade promotions
 Consumer promotions
 Media spending
 Alternative media spending
 Business-to-business media spending

8. Breakdown of Marketing Expenditures
Consumer
Trade promotions,
Other, 3.3%
promotions, 27.9%
27.5%
Advertising,
41.1%

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