Selecciones - Webs

Belch: Advertising and
Promotion, Sixth Edition
IV. Objectives and
Budgeting for Integrated
Marketing
Communications Programs
7. Establishing Objectives
and Budgeting for the
Promotional Program
CRM 28%
Mass media advertising 22%
Sales promotion 12%
Public relations 12%
Traditional direct marketing (non-CRM) 7%
Retail trade activities 6%
Internet/media promotion 2%
Other 13%
not an issue. While no comparative figures were available from previous years, you can
see how the monies would be spread around. Figure 7-23, from a different source,
shows how some of these dollars were allocated. The advantage of more target selectivity
has led to an increased emphasis on direct marketing, while a variety of new media
have given marketers new ways to reach prospective customers. Rapidly rising media
costs, the ability of sales promotions to motivate trial, maturing of the product and/or
brand, and the need for more aggressive promotional tools have also led to shifts in
strategy. 37 (We will discuss consumer and trade promotions and the reasons for some of
these changes in Chapter 16.)
Some marketers have also used the allocation decision to stretch their advertising
dollar and get more impact from the same amount of money. For example, General
Motors recently reevaluated its advertising and promotional expenditures and made
significant shifts in allocations by both media and product. 38 Other companies have
reevaluated as well, including Procter & Gamble, Apple Computer, and Dow Chemical.
Client/Agency Policies Another factor that may influence budget allocation is
the individual policy of the company or the advertising agency. The agency may discourage
the allocation of monies to sales promotion, preferring to spend them on the
Other (events,
sponsorships, etc.)
19.7%
Telemarketing
9.4%
Internet advertising
(not e-mail)
10.3%
Offline broadcast advertising
(tv, radio, etc.)
14.6%
Other (events,
sponsorships, etc.)
18.4%
Telemarketing
9.0%
Internet advertising
(not e-mail)
9.9%
Offline broadcast advertising
(tv, radio, etc.)
13.2%
2001
2002
Direct mail
27.8%
E-Mail
18.2%
Direct mail
25.2%
E-Mail
24.3%
© The McGraw−Hill
Companies, 2003
Figure 7-22 How U.S.
marketers would invest the
majority of their marketing
dollars if budget were not
an issue, May 2002 (as a
percent of respondents)
Figure 7-23 U.S.
marketing budgets, by
marketing vehicle, 2001 and
2002 (as percent of overall
budget)
229
Chapter Seven Establishing Objectives and Budgeting for the Promotional Program