The advertising budget of a business is typically a subset of
the larger sales budget and, within that, the marketing budget.
Advertising is a part of the sales and marketing effort. Money
spent on advertising can also be seen as an investment in building
up the business.
In order to keep the advertising budget in line with promotional
and marketing goals, a business owner should start by answering
several important questions:
1. Who is the target consumer
Who is interested in purchasing the product or service, and what
are the specific demographics of this consumer (age, employment,
sex, attitudes, etc.)? Often it is useful to compose a consumer
profile to give the abstract idea of a "target consumer" a face and
a personality that can then be used to shape the advertising
message.
2. What media type will be most useful in reaching the target
consumer? These days, a small or mid-sized business will not only
consider print, radio, and television ads, but -- more importantly,
perhaps -- the Internet as a way of reaching customers.
3. What is required to get the target consumer to purchase the
product
Does the product lend itself to rational or emotional appeals?
Which appeals are most likely to persuade the target
consumer?
4. What is the relationship between advertising expenditures and
the impact of advertising campaigns on product or service
purchases? In other words, how much profit is likely to be earned
for each dollar spent on advertising?
Answering these questions will help to define the market conditions
that are anticipated and identify specific goals the company wishes
to reach with an advertising campaign. Once this analysis of the
market situation is complete, a business must decide how best to
budget for the task and how best to allocate budgeted funds.
Figuring out how much to spend on advertising should begin with
your sales revenues. The cost of advertising will be paid for by
sales and increasing sales is your goal of an ad campaign.
Therefore, there are two formulas that the SBA recommends small
businesses use when deciding how much to spend on
advertising:
1. How much money do you need to promote the sale of a certain
product at a given price? The SBA uses the example that if you
spend $10 of the selling price of an item that cost $300 on
advertising, then you should be willing to spend $3,000 in
advertising to sell 300 units and generate $90,000 in sales.
2. The other way is to set aside a flat percentage of your total
projected sales revenues for advertising. So if you plan to
dedicate five percent of your revenues and you expect to bring in
$100,000 in sales that year, you would spend $5,000 on
advertising.
Once you have a handle on how much money you plan to budget for advertising, you need to figure out when you should spend that money during the next 12 months. The SBA has free sample worksheets and templates that you help you budget for advertising. While the plotting of this data may be time-consuming, it can help you compare your actual sales against the goals you set in crafting your advertising strategy. This way, you can decide whether to make changes.
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