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      SALES PROMOTION FOR THE INDUSTRY

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~ .. SALES PROMOTION

~ ...... Integrating the total marketing operation

~ ...... i. Promotional aims

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~ ...... ii. Co-ordination

~ ...... iii. Sales-force presentation

~ ...... Budgeting

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~ ...... Frequency of promotions

~ ...... Matching product to promotion

~ ...... Different types of testing

~ ...... i. Conditions and restrictions

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~ ...... ii. Selecting services and supplies

~ ...... Meeting deadlines

~ ...... ~ Continuity of interest

~ ...... Evaluating campaigns

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~ ............ SALES CAMPAIGNS

~ ~ ...... Marketing Integration

~ ~ ...... Budgeting Efficiency

~ ~ ...... Campaign Performance

~ ~ ...... Campaign Monitoring & Evaluation Procedures

~ ~ ...... Campaign Flexibility

~ ~ ............ Operations

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~ ~ ............ Markets + Trade Cell

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~ ~ ............ Products

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~ ~ ............ Competitors

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~ ...... ~ Emotional response

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~ ...... Increasing promotional activity

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~ .... PROMOTION EVALUATION

~ ...... PERCEPTION OF THE MARKET

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~ ...... SALES PROMOTIONS RESEARCH

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~ ...... i. Research pre-testing

~ ...... ii. Research post-testing

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~ ...... iii. Constraints on research

~ ...... METHODOLOGY

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~ ...... PROBLEMS OF EVALUATION OF SALES PROMOTION

~ ...... i. Proofs of success

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~ ...... SALES PROMOTIONS EVALUATION CRITERIA

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~ ...... TACTICAL AND STRATEGIC OBJECTIVES

~ ...... i. Tactical below-the-line activities

~ ...... ii. Strategic below-the-line activities

~ ...... PERFORMANCE-EVALUATION CRITERIA

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~ ...... SALES AS THE DEPENDENT VARIABLE

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~ ...... MODEL RESEARCH BRIEF

~ ...... i. Research objectives

~ ...... ii. Action criteria

~ ...... iii. Decision criteria

~ ...... iv. Action standards

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~ ............ PROMOTIONAL PERFORMANCE

~ ~ ...... Promotional Research & Methodology

~ ~ ...... Promotion Evaluation & Monitoring

~ ~ ...... Promotion Performance & Efficiency

~ ~ ...... Promotion Targeting

~ ~ ...... Promotion Flexibility

~ ~ ............ Operations

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~ ~ ............ Markets + Trade Cell

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~ ~ ............ Products

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~ ~ ............ Competitors

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~ ...... THRESHOLD AND TARGET GOALS

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~ .... HISTORIC MARKETING COSTS & MARGINS

~ ...... SALES COSTS

~ ...... DISTRIBUTION + HANDLING COSTS

~ ...... ADVERTISING COSTS

~ ...... AFTER-SALES COSTS

~ ...... TOTAL MARKETING COSTS

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~ .... HISTORIC MARKETING COST RATIOS & MARGINS

~ ...... PROFIT RATIOS

~ ...... MARKETING RATIO

~ ...... MARKETING OPERATIONAL RATIOS

~ ...... MARKETING COSTS

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~ .... MARKETING COSTS FORECAST

~ ...... SALES COSTS FORECAST

~ ...... DISTRIBUTION + HANDLING COSTS FORECAST

~ ...... ADVERTISING COSTS FORECAST

~ ...... AFTER-SALES COSTS FORECAST

~ ...... TOTAL MARKETING COSTS FORECAST

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~ .... MARKETING MARGINS + RATIOS FORECAST

~ ...... PROFIT RATIOS FORECAST

~ ...... MARKETING RATIOS FORECAST

~ ...... MARKETING OPERATIONAL RATIOS FORECAST

~ ...... MARKETING FACTORS FORECAST

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~ .... Financial forecast notes

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~ ............ SALES PROMOTION COSTS

~ ~ ...... Advertising : Mail : Media

~ ~ ...... Sales Personnel : Expenses : Materials

~ ~ ...... Sale Promotion Materials : Print

~ ~ ...... Sales Point-of-Sale Systems & Materials

~ ~ ...... Publicity : P.R. : Exhibitions

~ ~ ............ Operations

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~ ~ ............ Markets + Trade Cell

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~ ~ ............ Products

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~ ~ ............ Competitors

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~ .... HISTORIC FINANCIAL DATA

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~ .... Historic Balance Sheet

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~ ~ ...... Historic Costs & Margins

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~ ~ ........ Historic Financial Ratios & Margins

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~ ~ .......... Historic Operational Ratios & Margins

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~ .... Financial forecast notes

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~ .... SALES PROMOTION FINANCIAL FORECASTS : Current to 2028

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~ .... Base Forecast : Median Market Scenario Balance Sheet Forecast

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~ ...... Base Forecast : Median Market Scenario Operational Costs Forecast

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~ ........ Base Forecast : Median Market Scenario Financial Ratios

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~ .......... Base Forecast : Median Market Scenario Operational Margins

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~ .... Marketing Expenditure Balance Sheet Forecast

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~ ...... Marketing Expenditure Operational Costs Forecast

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~ ........ Marketing Expenditure Financial Ratios

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~ .......... Marketing Expenditure Operational Margins

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~ .... Variable Marketing Cost Objectives Balance Sheet Forecast

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~ ...... Variable Marketing Cost Objectives Operational Costs Forecast

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~ ........ Variable Marketing Cost Objectives Financial Ratios

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~ .......... Variable Marketing Cost Objectives Operational Margins

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~ .... Selling Cost Objectives Balance Sheet Forecast

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~ ...... Selling Cost Objectives Operational Costs Forecast

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~ ........ Selling Cost Objectives Financial Ratios

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~ .......... Selling Cost Objectives Operational Margins

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~ .... Advertising Cost Objectives Balance Sheet Forecast

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~ ...... Advertising Cost Objectives Operational Costs Forecast

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~ ........ Advertising Cost Objectives Financial Ratios

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~ .......... Advertising Cost Objectives Operational Margins

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~ .... Promotional & Pricing Cost Objectives Balance Sheet Forecast

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~ ...... Promotional & Pricing Cost Objectives Operational Costs Forecast

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~ ........ Promotional & Pricing Cost Objectives Financial Ratios

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~ .......... Promotional & Pricing Cost Objectives Operational Margins

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~ .... Promotional Expenditure Balance Sheet Forecast

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~ ...... Promotional Expenditure Operational Costs Forecast

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~ ........ Promotional Expenditure Financial Ratios

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~ .......... Promotional Expenditure Operational Margins

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~ .... Sales & Marketing Cost Scenarios Balance Sheet Forecast

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~ ...... Sales & Marketing Cost Scenarios Operational Costs Forecast

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~ ........ Sales & Marketing Cost Scenarios Financial Ratios

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~ .......... Sales & Marketing Cost Scenarios Operational Margins

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~ .... Financial data definitions