PROMOTIONAL MIX


PROMOTIONAL MIX

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      PROMOTIONAL MIX FOR THE INDUSTRY

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~ .. PROMOTIONAL MIX

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~ .... Advertising

~ ...... i. Public presentation

~ ...... ii. Pervasiveness

~ ...... iii. Amplified expressiveness

~ ...... iv. Impersonality

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~ ............ ADVERTISING -v- SELLING

~ ~...... Advertising : Public Presentation

~ ~...... Advertising : Pervasiveness

~ ~...... Advertising : Expressiveness

~ ~...... Selling : Sales Technique

~ ~...... Selling : Prospect Cultivation

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

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

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

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

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~ .... Personal selling

~ ...... i. Personal confrontation

~ ...... ii. Cultivation

~ ...... iii. Response

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~ .... Publicity

~ ...... i. High veracity

~ ...... ii. Off guard

~ ...... iii. Dramatization

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~ ............ PUBLICITY + SALES PROMOTION

~ ~...... Publicity Effect : Accepted Veracity

~ ~...... Publicity Effect : Off Guard perceptions

~ ~...... Publicity Effect : Dramatization

~ ~...... Sales Promotion : Insistent

~ ~...... Sales Promotion : Product Demeaning

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

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

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

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

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~ .... Sales Promotion

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~ ...... i. Insistent presence

~ ...... ii. Product demeaning

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~ .... PROMOTION MIX

~ ...... Consumer -v- Industrial

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~ ............ ADVERTISING RATING

~ ~...... Awareness Building

~ ~...... Comprehension Building

~ ~...... Efficient Reminding

~ ~...... Lead Generation

~ ~...... Legitimation & Reassurance

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

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

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

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

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~ ...... The role of advertising in marketing

~ ...... i. Awareness building

~ ...... ii. Comprehension building

~ ...... iii. Efficient reminding

~ ...... iv. Lead generation

~ ...... v. Legitimation

~ ...... vi. Reassurance

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~ ............ PERSONNEL SELLING RATING

~ ~...... Selling for Distribution Channel Stock Position Increase

~ ~...... Selling for Company Stock Position Decrease

~ ~...... Selling for Discounted Stocks

~ ~...... Selling for Enthusiasm Building

~ ~...... Missionary Selling

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

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

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

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

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~ ...... The role of personal selling in marketing

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~ .... PROMOTION + ORGANIZATION

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~ ............ ORGANIZATION RATING

~ ~...... Formal Corporate Position in Company

~ ~...... Formal Corporate Responsibility for Promotion

~ ~...... Established Working Plan for Promotion

~ ~...... Monitoring of Marketing Mix -v- Promotional Spend

~ ~...... Formal Co-ordination of Promotional -v- Marketing Campaigns

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

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

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

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

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~ ............ MARKETING COSTS

~ ~...... Advertising Costs

~ ~...... Sales Costs

~ ~...... Distribution Costs

~ ~...... After Sales Costs

~ ~...... Total Marketing Costs

~ ~............ 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 MARKETING COSTS & MARGINS

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~ ...... 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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~ .... Financial forecast notes

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~ .... PROMOTIONAL MIX BALANCE SHEET 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 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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~ .... 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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~ .... Financial data definitions

 


INDEX

Advertising, 2
Advertising Costs, 31, 36
ADVERTISING COSTS FORECAST, 44
ADVERTISING RATING, 15
ADVERTISING -v- SELLING, 3
Advertising : Expressiveness, 3
Advertising : Pervasiveness, 3
Advertising : Public Presentation, 3
After Sales Costs, 31
AFTER-SALES COSTS, 36
AFTER-SALES COSTS FORECAST, 44
Amplified expressiveness, 2
Awareness Building, 15, 19

Balance Sheet Advertising Cost Objectives, 58
Balance Sheet Base Forecast : Median Market Scenario, 40
Balance Sheet Marketing Expenditure, 46
Balance Sheet Promotional Expenditure, 66
Balance Sheet Promotional & Pricing Cost Objectives, 62
Balance Sheet Selling Cost Objectives, 54
Balance Sheet Variable Marketing Cost Objectives, 50

Comprehension Building, 15, 19
Consumer -v- Industrial, 14
Cultivation, 7

Distribution Costs, 31
DISTRIBUTION + HANDLING COSTS, 36
DISTRIBUTION + HANDLING COSTS FORECAST, 44
Dramatization, 8

Efficient Reminding, 15, 19
Enthusiasm building, 25
Established Working Plan for Promotion, 27

Financial data definitions, 71
Financial forecast notes, 38
Financial Ratios Advertising Cost Objectives, 60
Financial Ratios Base Forecast : Median Market, 42
Financial Ratios Marketing Expenditure, 48
Financial Ratios Promotional Expenditure, 68
Financial Ratios Promotional & Pricing Cost Objectives, 64
Financial Ratios Selling Cost Objectives, 56
Financial Ratios Variable Marketing Cost Objectives, 52
Formal Corporate Position in Company, 27
Formal Corporate Responsibility for Promotion, 27
Formal Co-ordination of Promotional -v- Marketing, 27

High veracity, 8
HISTORIC FINANCIAL DATA, 35
HISTORIC MARKETING COST RATIOS & MARGINS, 37
HISTORIC MARKETING COSTS & MARGINS, 36

Impersonality, 2
Increased stock position, 25
Insistent presence, 13

Lead Generation, 15, 19
Legitimation, 19
Legitimation & Reassurance, 15

MARKETING COSTS, 31, 37
MARKETING COSTS FORECAST, 44
MARKETING FACTORS FORECAST, 45
MARKETING MARGINS + RATIOS FORECAST, 45
MARKETING OPERATIONAL RATIOS, 37
MARKETING OPERATIONAL RATIOS FORECAST, 45
MARKETING RATIO, 37
MARKETING RATIOS FORECAST, 45
Missionary Selling, 21, 25
Monitoring of Marketing Mix -v- Promotional Spend, 27

Off guard, 8
Operational Costs Advertising Cost Objectives, 59
Operational Costs Base Forecast : Median Market, 41
Operational Costs Marketing Expenditure, 47
Operational Costs Promotional Expenditure, 67
Operational Costs Promotional & Pricing Cost Objectives, 63
Operational Costs Selling Cost Objectives, 55
Operational Costs Variable Marketing Cost Objectives, 51
Operational Margins Advertising Cost Objectives, 61
Operational Margins Base Forecast : Median Market, 43
Operational Margins Marketing Expenditure, 49
Operational Margins Promotional Expenditure, 69
Operational Margins Promotional & Pricing Cost Objectives, 65
Operational Margins Selling Cost Objectives, 57
Operational Margins Variable Marketing Cost Objectives, 53
ORGANIZATION RATING, 27

Personal confrontation, 7
Personal selling, 7
PERSONNEL SELLING RATING, 21
Pervasiveness, 2
Product demeaning, 13
PROFIT RATIOS, 37
PROFIT RATIOS FORECAST, 45
PROMOTION MIX, 14
PROMOTION + ORGANIZATION, 26
PROMOTIONAL MIX, 1
PROMOTIONAL MIX FORECASTS, 39
Public presentation, 2
Publicity, 8
Publicity Effect : Accepted Veracity, 9
Publicity Effect : Dramatization, 9
Publicity Effect : Off Guard perceptions, 9
PUBLICITY + SALES PROMOTION, 9

Reassurance, 19
Response, 7
Role of advertising in marketing, 19
Role of personal selling in marketing, 25

Sales Costs, 31, 36
SALES COSTS FORECAST, 44
Sales Promotion, 13
Sales Promotion : Insistent, 9
Sales Promotion : Product Demeaning, 9
Selling for Company Stock Position Decrease, 21
Selling for Discounted Stocks, 21
Selling for Distribution Channel Stock Position, 21
Selling for Enthusiasm Building, 21
Selling : Prospect Cultivation, 3
Selling : Sales Technique, 3

Total Marketing Costs, 31, 36
TOTAL MARKETING COSTS FORECAST, 44