Module 6 • The marketing plan
3 Measure results Keeping a record of all inquiries made about your product or service will help you to determine whether a particular advertisement was successful or not. Asking questions such as, “Where did you hear about our product or service?” is all you need to do! Advertisements must generate enough additional sales to pay for the advertisement and contribute towards the profitability of the business.
4 Prepare an advertising budget
Planning your advertising ahead can be difficult, but it is often too late to start running around when your sales are dropping. Planning on a monthly basis for the year ahead is helpful for various reasons: • The advertising budget can be more evenly spread throughout the year.
• Take advantage of dates such as Valentine’s Day, Mother’s day and Christmas.
• Become more creative given a limited budget. •
An advertising medium such as newspapers can be arranged well in advance.
An example of a basic advertising plan
Advertising plan Month Activities for the month
March Place an ad in the local newspaper: the classified section
Costs Sales R85* 3000*
April Organise a demonstration at the local shopping centre plus handing out pamphlets R300* 9000*
An advertising budget is often based on the turnover (sales) of a business. Typically a business might state that the advertising budget is i.e. 5% of Sales. This is calculated as follows: % of Sales = Budgeted monthly advertising costs
Budgeted monthly sales
= 85 × 100 R3000 1
= 2.83%
Marketing tools which cost little • Stuff your monthly statements with specials or information about new products. • Use the on-hold time of your switchboard to communicate information. • Add a ‘signature’ at the end of all your e-mails containing an advertising message. • Use stickers to attract attention.
Activity 10
Design an advertisement and complete an advertising plan for your business. The total amount you plan (budget) to spend must be included in your financial plan.
× 100 1
115
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164 |
Page 165 |
Page 166 |
Page 167 |
Page 168 |
Page 169 |
Page 170 |
Page 171 |
Page 172
