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context analysis promotional objectives

promotional strategy

coordinated communications mix

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

http://www.bradinsight.com/BRAD

2013 ITV Spots cost file

Cost for one transmission – split by region

11:00 18:45 19:30 21:30 23:05

ITV DAYTIME - EARLY CORONATION MOVIE or LATE NIGHT

REGION THIS MORNING EVENING NEWS STREET DRAMA MOVIE

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

http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr13/

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context analysis promotional objectives

promotional strategy

coordinated communications mix

implementation

Control and evaluation

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