Marketing Communications

178 CHAPTER 5 OBJECTIVES Figure 5.6 Yellow Pages brand associations: recallers vs non-recallers of the campaign Source : TNS Con ...

CASE 5 179 Figure 5.8 Information sources used when searching for a business – June 2009 to May 2010 Source : TNS Conversa. Figu ...

180 CHAPTER 5 OBJECTIVES Figure 5.10 Impact of the campaign on Yellow Pages staff Source : Yellow internal staff survey. availab ...

REFERENCES 181 References 1 Colley, R.H. (1961), Defi ning Advertising Goals for Measured Advertising Results. New York: Associa ...

CHAPTER 6 Budgets CHAPTER OBJECTIVES This chapter will help you to: z Understand how communications budgets may influence commun ...

HOW THE COMMUNICATIONS BUDGET AFFECTS SALES 183 Introduction In this era of globalising, scaling-up and increasing competition, ...

184 CHAPTER 6 BUDGETS communications eff ect at all. Even if communications eff ort is zero, there will be a certain level of sa ...

HOW THE COMMUNICATIONS BUDGET AFFECTS SALES 185 diffi cult to isolate the eff ect of the communications budget on commercial res ...

186 CHAPTER 6 BUDGETS Communications budgeting methods Table 6.1 lists the various communications budgeting methods. Marginal an ...

COMMUNICATIONS BUDGETING METHODS 187 In addition to the theoretical marginal approach, there are a number of techniques that are ...

188 CHAPTER 6 BUDGETS medium-size enterprises. Marketing communications are considered to be a pure cost rather than an investme ...

COMMUNICATIONS BUDGETING METHODS 189 Some researchers have developed paradigms that are of practical use to marketers wanting to ...

190 CHAPTER 6 BUDGETS In Table 6.2 , it can be seen that the percentage of profi t-takers among brands with a small market share ...

COMMUNICATIONS BUDGETING METHODS 191 Objective and task method Th is method is one of the least arbitrary methods, which makes i ...

192 CHAPTER 6 BUDGETS used. Spending what is left aft er all other costs are covered is also popular, and the arbitrary budgetin ...

FACTORS INFLUENCING BUDGETS 193 Factors influencing budgets A number of factors may infl uence the budgeting decision or may cal ...

194 CHAPTER 6 BUDGETS long run this might lead to eroding competitive edges and market and brand positions. Crisis situations su ...

REVIEW QUESTIONS 195 studied.^26 In almost all markets, a brand’s competitive advantage is determined by the order of entry on a ...

196 CHAPTER 6 BUDGETS Further reading Butherfi eld, L. (2003), AdValue. New York: Butterworth–Heinemann. Jones, J.P. (2006), Whe ...

CASE 6 197 2008, and reached the lowest level recorded since 1997, with the exception of 2009. After a dramatic drop in Austria ...