China comes second, accounting for 17% of additional ad dollars over this period, followed by Argentina and Indonesia, accounting for 7% each.
213 In 2014, total media ad spending in the US this year will see its largest increase in a decade, according to new figures from eMarketer. On the strength of gains in mobile and TV advertising, total ad investments will jump 5.3% to reach $180.12 billion, achieving 5% growth for the first time since 2004, when ad spending increased 6.7%. Mobile will lead this year’s rise in total media ad spending in the US. Advertisers will spend 83.0% more on tablets and smartphones than they did in 2013. By the end 2014, mobile will represent nearly 10% of all media ad spending, surpassing newspapers, magazines and radio for the first time to become the third-largest individual advertising venue, only trailing TV and desktops/laptops. Source:
214 10 Companies That Spent The Most On Advertising Rank Marketer 2014 U.S. ad spending 2014 U.S. ad spending growth 1 Procter & Gamble Co. $4.6 billion -4.2% 2 AT&T $3.3 billion 0.1% 3 General Motors Co. $3.1 billion -0.7% 4 Comcast Corp. $3.0 billion -1.7% 5 Verizon Communications $2.5 billion 3.6% 6 Ford Motor Co. $2.5 billion -3.6% 7 American Express Co. $2.4 billion 7.9% 8 Fiat Chrysler Automobiles $2.2 billion 14.0% 9 L'Oréal $2.2 billion -2.0% 10 Walt Disney Co. $2.1 billion 7.4% d. How Much Should You Spend on IMC?i. The Promotion-to-sales RatioTotal Promotion Expenditures ($) Promotion-to-Sales Ratio (%) = x 100 Total Sales ($) 1. Compare your ratio result to …….2. The ___________ the ratio the _________ you are doing _____________________________ 3. A _______________ means that you are getting MORE bang (i.e., more sales) for your promotional bucks than is the competition! IX. Developing an Integrated Marketing Communications Program a. Select the appropriate mix of Advertising, Personal Selling, Sales Promotion, Public Relations, and Direct Marketing Source: Ad Age Datacenter estimates of total U.S. ad spending consisting of measured media (traditional media and internet display ads, from WPP's Kantar Media) plus unmeasured spending (Ad Age's estimate of spending in disciplines including other forms of digital media (paid search, online video, mobile, unmeasured forms of social media); promotion; experiential marketing; and direct marketing). JULY 5, 2015
215 b. How you integrate these elements depends on what you're promoting, the expectations and preferences of your potential customers, general market conditions, and your promotional budget. i. There is no_____________________________________ c. Design and Schedule the Promotion d. Execute and Assess the Program X. Simple Example Promotional Mix Company:“Pampered Pets Pet Sitting Service” -- Employees go into people's homes to feed pets, take them for walks, change litter boxes Target Market:–People who work long hours and don't have enough time to take care of their pets –People who are going on vacation and don't want to put their pets in a kennel and don't have anyone who could stay at their house –