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212Sales Promotion And Publicity• TIMING OF PROMOTION: a schedule of sales promotion will usually be constructed
by brand managers or product managers, subject to sales department requirements. This
schedule will be studied and evaluated by divisional marketing management in terms of
total divisional marketing strategy. The schedule is a planning instrument and requires
careful timing to allow for production, salespersons and distribution coordination. At
the same time, some unplanned promotions will be needed under tactical pressure and
will have to be prepared on short notice.
• OVERALL SALES PROMOTION BUDGET: the overall budget for sales promotion can
be worked out in two ways:- The marketer decides on the various promotions to sponsor during the year and estimates
the cost of each. The cost of a particular promotion consists of the total administrative
cost (such as printing, mailing and promoting the deal) plus the incentive cost (such as
premium or per cent discount off, including rate of redemption of coupon), multiplied by
the expected number of units that will be sold on deal. - The marketer can resort to a conventional proportion of the total budget for advertising
and sales promotion. (Warshaw and Kinnear, 1983)