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Books on: □ PR
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Cases in Advertising
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Weilbacher W. Cases in Advertising. – New York, Macmillan Publishing Co, 1982. – 152 p.
… Case 8. The Advertising Appropriation and Media Plan
ALLGOOD DRUG COMPANY INTRODUCES SINUGUARD, PART 2 |
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b. Once the factory price is established, relevant cost factors are then computed. The first of the costs is the actual cost of producing the product. This cost is determined by the Allgood manufacturing department. Three other "costs" are determined by the Allgood accounting department. These costs are standard percentages of the established factory selling price. The first standard percentage reflects company sales, distribution, and administrative costs. This percentage stood at 9.24 percent in 1979 and reflected a standard allocation applied to all company brands by the accounting department. It is designed to recoup actual expenses for these functions from individual brands during each fiscal year. The second standard percentage reflects corporate overhead and was 18.72 percent for 1979. Finally, the marketing research allocated cost was 1.75 percent for 1979. с. Dollars "available" for profit, promotion, and advertising are then computed by subtracting the sum of these four costs from estimated factory sales. 3. Special rules apply, as follows, to the division of these "available" dollars between promotion, profit, and advertising. a. In the introductory year, company policy permits all "available" dollars to be devoted to advertising. The company philosophy is simplicity itself: Advertising expenditures are maximized in the introductory year as a means to build a broad-scale consumer-product trial. If the Allgood product is, in fact, superior to that of the competitors, this broad-scale trial will build an enduring consumer franchise. Company policy permits new products to yield zero profit in the introductory year. It is understood and expected that profits from each new product will be forthcoming in marketing year two and thereafter. b. Company experience indicates that advertising is considerably more efficient in generating consumer trial of new products in the proprietary-drug category in the introductory year than any kind of consumer or trade promotion. Thus, company policy dictates that there will be no consumer promotion for new Allgood brands. The promotional activity for new brands is limited to standard trade price promotions and advertising allowances. These permitted promotional expenditures should not exceed 20 percent of the total allocation for brand advertising. This promotional policy holds both for the introductory marketing year and for subsequent marketing years. с. In post-introductory marketing years it is expected that each Allgood new product will contribute approximately 40 percent of funds "available" for promotion, profit, and advertising to profit. These several assumptions and rules interact so that no new Allgood product can be introduced in the market unless costs and potential sales guarantee, at least on an arithmetical basis, competitive advertising expenditures and potential profitability. The way these rules are applied to Sinuguard is illustrated in Exhibits 8-1 through 8-6. Exhibit 8-1 shows sales of sinus-infection remedies from 1970 to 1979 and projected sales for 1980, 1981, 1982, and 1983. These sales data are based, as you will recall from Case 7, on Allgood market research department analyses of the actual number of medication doses devoted to sinus infections, regardless of the advertised use of individual remedies…»
The full text of the book can be found at bookstores, e-bookstores and libraries.
Вернуться к содержанию Каталога книг о рекламе, PR и СМИ |
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