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【正文】 Priorities Benefit Greater Brand Focus First Principle Planned activities must be consistent with brand strategy and business objectives Second Principle Budget must be sufficient to support brand marketing activities Prepare Preliminary Brand Budgets Top Down (Strategic) Bottom Up (Activities) Preliminary Brand Budget Preliminary Brand Budget Software developed AIM (Advertising Investment Measure) Top Down Bottom Up Software developed MAC (Marketing Activity Costing) Agreed Brand Budget Activity Budget Preliminary Brand Budget Compare Brand and Activity Budgets and Reconcile Reconcile Revise brand budget or activities Calculate Gross Budgets Agreed Brand Budget (Traditional Channels) Production Costs Agency Fees Nontraditional Channels Gross Brand Budget Phase 2: Select Communication Channels Evaluate and Select Channels Remended Channel Selection By Activity Specify Target Audience For each activity: Set Measurable Marketing Objectives Translate into Measurable Communication Objectives (i) Targeting Principle All Consumers are not equal ? Reaching the right ones will make our investment more effective ? Avoid attacking our own brands ? Targeting is increasingly possible ? Persil ? Comfort ? Surf ? Domestos ? Jif Households Brand Revenue 21% 75% 31% 78% 4% 47% 19% 62% 12% 49% A Few Make the Difference Lever’s Co
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