SEMINAR NO. 6 : 

ACCOUNTING FOR MARKETING COMMUNICATIONS - "Fifty percent of my advertising works, but I don't know which fifty percent"

 

Accounting for Promotion: Push Strategy

• Approaches to Marketing Communication

• The Promotional Mix

• Controlling Field Sales Operations

• The Formulation of the Sales Force Budget

• Sale Force Motivation

• Performance Evaluation of the Sales Force

Accounting for Promotion: Pull Strategy

• Advertising Budget Planning

• Cost-Volume-Profit in Advertising Budget Planning

• Advertising Budget Models

• Media Selection Strategies

• Performance Evaluation of Advertising

• Controlling Advertising Outlays

• Capital Budgeting and Advertising

Major Case Study in Financial Planning of Promotions

• Analyzing Competitive Environments

• Brand Loyalty

• Consumer Behavior and Purchasing Patterns

• Segmental Analysis

• Marketing Strategy

• Cost and Audience Delivery of Media