SALES PROMOTION


SALES PROMOTION

Page:

      SALES PROMOTION FOR THE INDUSTRY

1

~ .. SALES PROMOTION

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

~ ...... i. Promotional aims

2

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

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

~ ...... Budgeting

3

~ ...... Frequency of promotions

~ ...... Matching product to promotion

~ ...... Different types of testing

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

4

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

~ ...... Meeting deadlines

~ ...... ~ Continuity of interest

~ ...... Evaluating campaigns

5

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

~ ~ ...... Marketing Integration

~ ~ ...... Budgeting Efficiency

~ ~ ...... Campaign Performance

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

~ ~ ...... Campaign Flexibility

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

6

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

7

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

8

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

9

~ ...... ~ Emotional response

9

~ ...... Increasing promotional activity

10

~ .... PROMOTION EVALUATION

~ ...... PERCEPTION OF THE MARKET

11

~ ...... SALES PROMOTIONS RESEARCH

12

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

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

13

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

~ ...... METHODOLOGY

14

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

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

15

~ ...... SALES PROMOTIONS EVALUATION CRITERIA

16

~ ...... TACTICAL AND STRATEGIC OBJECTIVES

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

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

~ ...... PERFORMANCE-EVALUATION CRITERIA

17

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

18

~ ...... MODEL RESEARCH BRIEF

~ ...... i. Research objectives

~ ...... ii. Action criteria

~ ...... iii. Decision criteria

~ ...... iv. Action standards

19

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

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

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

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

~ ~ ...... Promotion Targeting

~ ~ ...... Promotion Flexibility

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

20

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

21

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

22

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

23

~ ...... THRESHOLD AND TARGET GOALS

24

~ .... HISTORIC MARKETING COSTS & MARGINS

~ ...... SALES COSTS

~ ...... DISTRIBUTION + HANDLING COSTS

~ ...... ADVERTISING COSTS

~ ...... AFTER-SALES COSTS

~ ...... TOTAL MARKETING COSTS

25

~ .... HISTORIC MARKETING COST RATIOS & MARGINS

~ ...... PROFIT RATIOS

~ ...... MARKETING RATIO

~ ...... MARKETING OPERATIONAL RATIOS

~ ...... MARKETING COSTS

26

~ .... MARKETING COSTS FORECAST

~ ...... SALES COSTS FORECAST

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

~ ...... ADVERTISING COSTS FORECAST

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

~ ...... TOTAL MARKETING COSTS FORECAST

27

~ .... MARKETING MARGINS + RATIOS FORECAST

~ ...... PROFIT RATIOS FORECAST

~ ...... MARKETING RATIOS FORECAST

~ ...... MARKETING OPERATIONAL RATIOS FORECAST

~ ...... MARKETING FACTORS FORECAST

28

~ .... Financial forecast notes

29

~ ............ 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

30

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

31

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

32

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

33

~ .... HISTORIC FINANCIAL DATA

34

~ .... Historic Balance Sheet

35

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

36

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

37

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

38

~ .... Financial forecast notes

39

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

40

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

41

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

42

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

43

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

44

~ .... Marketing Expenditure Balance Sheet Forecast

45

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

46

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

47

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

48

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

49

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

50

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

51

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

52

~ .... Selling Cost Objectives Balance Sheet Forecast

53

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

54

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

55

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

56

~ .... Advertising Cost Objectives Balance Sheet Forecast

57

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

58

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

59

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

60

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

61

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

62

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

63

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

64

~ .... Promotional Expenditure Balance Sheet Forecast

65

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

66

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

67

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

68

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

69

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

70

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

71

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

73

~ .... Financial data definitions

 


INDEX

Action criteria, 18
Action standards, 18
ADVERTISING COSTS, 24
ADVERTISING COSTS FORECAST, 26
Advertising : Mail : Media, 29
AFTER-SALES COSTS, 24
AFTER-SALES COSTS FORECAST, 26

Balance Sheet Advertising Cost Objectives, 56
Balance Sheet Base Forecast : Median Market Scenario, 40
Balance Sheet Historic, 34
Balance Sheet Marketing Expenditure, 44
Balance Sheet Promotional Expenditure, 64
Balance Sheet Promotional & Pricing Cost Objective, 60
Balance Sheet Sales & Marketing Cost Scenarios, 68
Balance Sheet Selling Cost Objectives, 52
Balance Sheet Variable Marketing Cost Objectives, 48
Budgeting, 2
Budgeting Efficiency, 5

Campaign Flexibility, 5
Campaign Monitoring & Evaluation Procedures, 5
Campaign Performance, 5
Conditions and restrictions, 3
Constraints on research, 13
Continuity of interest, 4
Costs & Margins Historic, 35
Co-ordination, 2

Decision criteria, 18
Different types of testing, 3
Direct promotion, 10
Display material, 10
Distribution channels incentives, 10
DISTRIBUTION + HANDLING COSTS, 24
DISTRIBUTION + HANDLING COSTS FORECAST, 26

Emotional response, 9
Evaluating campaigns, 4

Financial data definitions, 73
Financial forecast notes, 28, 38
Financial Ratios Advertising Cost Objectives, 58
Financial Ratios Base Forecast : Median Market, 42
Financial Ratios Marketing Expenditure, 46
Financial Ratios Promotional Expenditure, 66
Financial Ratios Promotional & Pricing Cost Objectives, 62
Financial Ratios Sales & Marketing Cost Scenarios, 70
Financial Ratios Selling Cost Objectives, 54
Financial Ratios Variable Marketing Cost Objective, 50
Financial Ratios & Margins Historic, 36
Frequency of promotions, 3

HISTORIC FINANCIAL DATA, 33
HISTORIC MARKETING COST RATIOS & MARGINS, 25
HISTORIC MARKETING COSTS & MARGINS, 24

Increasing promotional activity, 9
Integrating the total marketing operation, 1

MARKETING COSTS, 25
MARKETING COSTS FORECAST, 26
MARKETING FACTORS FORECAST, 27
Marketing Integration, 5
MARKETING MARGINS + RATIOS FORECAST, 27
MARKETING OPERATIONAL RATIOS, 25
MARKETING OPERATIONAL RATIOS FORECAST, 27
MARKETING RATIO, 25
MARKETING RATIOS FORECAST, 27
Matching product to promotion, 3
Meeting deadlines, 4
METHODOLOGY, 13
MODEL RESEARCH BRIEF, 18

Operational Costs Advertising Cost Objectives, 57
Operational Costs Base Forecast : Median Market, 41
Operational Costs Marketing Expenditure, 45
Operational Costs Promotional Expenditure, 65
Operational Costs Promotional & Pricing Cost Objectives, 61
Operational Costs Sales & Marketing Cost Scenarios, 69
Operational Costs Selling Cost Objectives, 53
Operational Costs Variable Marketing Cost Objectives, 49
Operational Margins Advertising Cost Objectives, 59
Operational Margins Base Forecast : Median Market, 43
Operational Margins Marketing Expenditure, 47
Operational Margins Promotional Expenditure, 67
Operational Margins Promotional & Pricing Cost, 63
Operational Margins Sales & Marketing Cost Scenario, 71
Operational Margins Selling Cost Objectives, 55
Operational Margins Variable Marketing Cost Objectives, 51
Operational Ratios & Margins Historic, 37

PERCEPTION OF THE MARKET, 10
PERFORMANCE-EVALUATION CRITERIA, 16
Point-of-sale aids, 10
Point-of-sale promotional activity, 10
PROBLEMS OF EVALUATION OF SALES PROMOTION, 14
PROFIT RATIOS, 25
PROFIT RATIOS FORECAST, 27
PROMOTION EVALUATION, 10
Promotion Evaluation & Monitoring, 19
Promotion Flexibility, 19
Promotion Performance & Efficiency, 19
Promotion Targeting, 19
Promotional aims, 1
PROMOTIONAL PERFORMANCE, 19
Promotional Research & Methodology, 19
Proofs of success, 14
Publicity : P.R. : Exhibitions, 29

Research objectives, 18
Research post-testing, 12
Research pre-testing, 12

Sale Promotion Materials : Print, 29
SALES AS THE DEPENDENT VARIABLE, 17
SALES CAMPAIGNS, 5
SALES COSTS, 24
SALES COSTS FORECAST, 26
Sales Personnel : Expenses : Materials, 29
Sales Point-of-Sale Systems & Materials, 29
SALES PROMOTION, 1
SALES PROMOTION COSTS, 29
SALES PROMOTION FINANCIAL SCENARIOS FORECASTS, 39
SALES PROMOTIONS EVALUATION CRITERIA, 15
SALES PROMOTIONS RESEARCH, 11
Sales-force presentation, 2
Selecting services and supplies, 4
Sponsorship., 10
Strategic below-the-line activities, 16

TACTICAL AND STRATEGIC OBJECTIVES, 16
Tactical below-the-line activities, 16
THRESHOLD AND TARGET GOALS, 23
TOTAL MARKETING COSTS, 24
TOTAL MARKETING COSTS FORECAST, 26