Buget promotional

Costul estimativ al unei actiuni promotionale.

Totalul resurselor alocate de o firma activitatilor promotionale. Acestea includ, pe de o parte, bugetul media, cheltuielile de promovare a vanzarilor, merchandising, PLV s.a., iar pe de alta parte, bugetul de promovare institutionala: campanie de sponsorizare, organizarea de conferinte, seminarii, editarea unei publicatii proprii, crearea de evenimente, open days, alte actiuni de relatii publice. Metode de determinare a bugetului promotional:

un anumit procent din vanzarile prognozate, intr-o perioada determinata (engl. - percentage-of-sales method);

utilizarea tuturor resurselor disponibile (engl. - all you can afford approach, overkill method);

in functie de bugetul promotional al concurentilor (SOV) - comparativ cu bugetul altor firme din sector;

step-by-step campaign;

in functie de obiectivele promotionale si mijloacele financiare disponibile ale firmei, de experienta s.a.;

Spre exemplu, bugetul promotional poate reprezenta o medie de 7% din cifra de afaceri a firmei prognozata pentru viitorul an financiar, cu diferentieri insemnate intre game (2-3% pentru produsele alimentare, 10-15% pentru cele de igiena si intretinere etc) sau in functie de ciclul de viata comerciala a marcii (resurse mai ridicate in faza de lansare etc).

Advertising allowance (engl.) - aranjament in baza caruia producatorul acorda asistenta financiara distribuitorului in schimbul realizarii de catre acesta a activitatilor promotionale specifice.

Alti termeni

B to B marketing B/W Baby Boomers Back to back Back-Weight Backward Integration Backward Invention Bait Advertising Balance of Payments Balance of Trade Balanced Product Portfolio Balanced Scorecard Banca electronica Banca la domiciliu Band-On Banded Pack Bandwidth Bani electronici Banner Banner Impressions Banner Serving Bar Code Bargaining Power Barometru Barter Base-Point Pricing Basic Accounting Equation Basic Stock Batchelor Stage Battle of the Brands Baza de sondaj BCG BDI Behaviouristic Segmentation Benefit Segmentation Benefits Sought Better Mousetrap Fallacy Bidding Billboard Billings Bird Dogs Birdyback Birou de Audit al Tirajelor Blanket Purchase Order Bleed Blind test Blipverts Blocked Markets Blow-in card Blue Sky Laws Blueline Board Body Copy Boicot Bonificatie Bookmark Boredom Avoidance Bottom-Up Approach to Planning Boutique Brainstorming Brand Brand Advertising Brand Authorisation Brand Competitors Brand Concept Brand Conviction Brand Development Index Brand Equity Brand Establishment Brand Extension Brand Familiarity Brand Franchise Brand Image Brand Insistence Brand Label Brand Leveraging Brand Licensing Brand Life Cycle Brand Loyalists Brand Loyalty Brand Manager Brand Mark Brand Monopoly Brand Name Brand Personality Brand Power Brand Preference Brand Promiscuity Brand Protection Brand Recognition Brand Reinforcement Brand Repositioning Brand Revitalisation Brand Revival Brand Sponsor Brand Strategies Brand Switching Branduct Break Bumpers Break-Even Break-Even Analysis Bridge Brief publicitar Brinkmanship Broad Assortment Broadening Concept Broadsheet Broadside Broker Brosura publicitara Browngoods Browser Buddy System Buget de publicitate Buget promotional Build Strategy Bulk Circulation Bulldog edition Bundling Buried position Burst Advertising Expenditure Burst Campaign Business Analysis Business Cycles Business Guides Business Mix Business Plan Business Portfolio Analysis Matrix Business Strategy Business Strength Business to Business (B2B) Business to Consumer (B2C) Buy Classes Buy-back Buyer Buyer Action Theory Buyer Behaviour Buyer Intention Forecast Buyer Involvement Buyer Readiness Stage Buyer Resolution Theory Buyer's Market Buyer-Seller Dyad Buyer-Seller Interdependence Buying Allowance Buying Behaviour Buying Brief Buying Centre Buying Committee Buying Cycle Buying Power Buying Signals By-Product By-Product Pricing
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