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Thursday, June 17, 2010

Budget of Coke in Advertisement Plan

Separate Budget for Each Activity:
The most important step in any plan is budgeting of the plan. It needs very critical thinking and analytical approach. Similarly it is the most critical part in advertisement campaign.

Objective Task Method:
The budgeting method which is being selected for IMC Plan is based on the Objective Task technique. It deals with the objectives for each activity and determines the cost accomplishing each objective. That is budgeting depends upon activities which will be performed in IMC plan or advertisement campaign.
Now the separate budget for each activity is given below:

Budget for Print Media
As for IMC plan the print media is one of the media which is being selected. For that the newspapers like DAWN, The Nation, The News, Jang, Express, and Nawa-e-Waqt are the newspaper on which the advertisement will be shown.
The below table provides the whole information about their rates related to front page and the size of advertisement on the newspaper like 27*4.  Per/day charges of the respective newspapers also provided and than the weekly charges for the front page ad also calculated. In the end the budget of the whole month for newspaper advertisement is calculated. As
As this budget is for three months so in the end the overall budget which will be needed for the three month is calculated.

Note: This budget is for three months because the company collects the funds in three months and than spend those funds for the welfare of the earth quake victims. So the duration of this activity is three months.


Newspaper
Size
Weekday
Front
Back 
Page-2
Dawn
20 x 3
331,500
229,500
163,200
27 x 4
459,000
348,840
257,040
Full Page
NA
NA
1,028,160
Jang
20 x 3
564,300
480,600
396,900
27 x 4
1,015,740
865,080
714,420
Full Page
NA
NA
2,857,680
Express
20 x 3
616,320
462,240
385,200
27 x 4
1,109,376
832,032
693,360
Full Page
NA
NA
2,773,440
Advertisement Rates of Newspapers:

Total Expenditure charged monthly of giving ad in newspaper:

Sr.No.
Name of Newspapers
No. of ads /month
Size of Advertisement
Rate of front Page ad/day
Amount Charged Weekly
1
Dawn
8
27x4
459,000
3,672,000
2
Jang
10
27X4
1,015,740
1,01,57,400
3
Express
4
27X4
1,109,376
44,37,504





Total=18,266904
This budget is for the 1 month. As this campaign will be for 4 months so the total newspaper expenditures for the four months are “73,067,616”.









Budget for TV Media:
Similarly the budget for the television media is calculated. For this media the channels like Geo News, , ARY Digital, PTV home,. Their rates in different slots and the slot which is being used are given below in the table.
This budget is also prepared for the three month duration.

PAKISTAN TELEVISION CORPORATION LIMITED
TARIFF FOR SALE OF AIR-TIME ON PTV-1
 
Time Segment
Day/Category
PTV Slot Rate (NNW)
Commercial Time Allowed
PTV Sponsorship Rate Per Minute
Branding Charges
07:00PM-07:30PM
All days (25min slot)
300,000.00
04 minutes
142,500.00
71,250.00
07:30PM-09:45PM
Weekdays (50 min slot)
18,00,000.00
18 minutes
178,150.00
75,000.00
Sundays (50 min slot)
25,00,000.00
25 minutes
178,150.00
75,000.00
09:45PM-11:00PM
All days (50min slot)
300,000.00
07 minutes
131,000.00
65,000.00
11:00PM-Onward
All days (50min slot)
75,000.00
08 minutes
50,000.00
25,000.00

Standard Branding Packages
Geo News Channel Standard Branding package of 40 minutes program (60 minute time Slot)
Effective from
Apr, 15, 2008


 ARY Digital
Time Band
Rates
18:00 -18:15
50,000
18:15 - 18:30
50,000
18:30 - 18:45
50,000
18:45 - 19:00
60,000
19:00 - 19:15
60,000
19:15 - 19:30
60,000
19:30 - 19:45
60,000
19:45 - 20:00
60,000
20:00 - 20:15
90,000
20:15 - 20:30
90,000
20:30 - 20:45
90,000
20:45 - 21:00
90,000
21:00 - 21:15
90,000
21:15 - 21:30
90,000
21:30 - 21:45
90,000
21:45 - 22:00
90,000
22:00 - 22:15
60,000
22:15 - 22:30
60,000
22:30 - 22:45
60,000
22:45 - 23:00
60,000
23:00 - 23:15
40,000
23:15 - 23:30
40,000
23:30 - 23:45
40,000
23:45 - 23:59
40,000





























Total Budget for Print Media of “4 Months”


Budget FOR TVC Advertisement




(For 4 Months)










PTV
No.of TVCs
ARY
No.of TVCs
GEO
No.of TVCs
7pm-8pm
75,000
5
90,000
4
100,000
5
8pm-9pm
75,000
6
90,000
4
100,000
8
9pm-10pm
65,000
4
60,000
4
50,000
5







First Month

1085000

960000

1550000
Second Month

1085000

960000

1550000
Third Month

1085000

960000

1550000
Fourth Month

1085000

960000

1550000







Grand Total
14380000












Budget for Advertisement Campaign:
The total budget that is required for the advertisement development is Rs.200, 000. In the advertisement there is no celebrity appearance. This is the normal prevailing rate for the development of advertisement.

Cumulative Budget:
In this section the cumulative budget for all activities which will be performed individually is calculated. It includes the whole budget for the print media as well as the TV media and of advertisement campaign making are given below;

Total Budget for IMC Plan (four months)
Budget
Amount(Rs.)
Total Budget for Print Media
73,067,616
Total Budget for TV Media
1,43,80,000
Total Budget for Ad Making
200,000
Cumulative Budget
8,76,47,616

Newspaper
Size
Weekday
Front
Back 
Page-2
Dawn
20 x 3
331,500
229,500
163,200
27 x 4
459,000
348,840
257,040
Full Page
NA
NA
1,028,160
Jang
20 x 3
564,300
480,600
396,900
27 x 4
1,015,740
865,080
714,420
Full Page
NA
NA
2,857,680
Express
20 x 3
616,320
462,240
385,200
27 x 4
1,109,376
832,032
693,360
Full Page
NA
NA
2,773,440
Advertisement Rates of Newspapers:

Total Expenditure charged monthly of giving ad in newspaper:

Sr.No.
Name of Newspapers
No. of ads /month
Size of Advertisement
Rate of front Page ad/day
Amount Charged Weekly
1
Dawn
8
27x4
459,000
3,672,000
2
Jang
10
27X4
1,015,740
1,01,57,400
3
Express
4
27X4
1,109,376
44,37,504





Total=18,266904
This budget is for the 1 month. As this campaign will be for 4 months so the total newspaper expenditures for the four months are “73,067,616”

Budget for TV Media:
Similarly the budget for the television media is calculated. For this media the channels like Geo News, , ARY Digital, PTV home,. Their rates in different slots and the slot which is being used are given below in the table.

This budget is also prepared for the three month duration.

Total Budget for Print Media of “4 Months”


Budget FOR TVC Advertisement




(For 4 Months)










PTV
No.of TVCs
ARY
No.of TVCs
GEO
No.of TVCs
7pm-8pm
75,000
7
90,000
6
100,000
6
8pm-9pm
75,000
5
90,000
6
100,000
7
9pm-10pm
65,000
6
60,000
6
50,000
6







First Month

1290000

1440000

1600000
Second Month

1290000

1440000

1600000
Third Month

1290000

1440000

1600000
Fourth Month

1290000

1440000

1600000







Grand Total
17320000












Budget for Advertisement Campaign:
The total budget that is required for the advertisement development is Rs.200, 000. In the advertisement there is no celebrity appearance. This is the normal prevailing rate for the development of advertisement.

Cumulative Budget:
In this section the cumulative budget for all activities which will be performed individually is calculated. It includes the whole budget for the print media as well as the TV media and of advertisement campaign making are given below;

Total Budget for IMC Plan
Budget
Amount(Rs.)
Total Budget for Print Media
7,30,67,616
Total Budget for TV Media
1,73,20,000
Total Budget for Ad Making
200,000
Cumulative Budget
9,05,87,616



Budget




Newspaper
Size
Weekday
Front
Back 
Page-2
Dawn
20 x 3
331,500
229,500
163,200
27 x 4
459,000
348,840
257,040
Full Page
NA
NA
1,028,160
Jang
20 x 3
564,300
480,600
396,900
27 x 4
1,015,740
865,080
714,420
Full Page
NA
NA
2,857,680
Express
20 x 3
616,320
462,240
385,200
27 x 4
1,109,376
832,032
693,360
Full Page
NA
NA
2,773,440
Advertisement Rates of Newspapers:

Total Expenditure charged monthly of giving ad in newspaper:

Sr.No.
Name of Newspapers
No. of ads /month
Size of Advertisement
Rate of front Page ad/day
Amount Charged Weekly
1
Dawn
8
27x4
459,000
3,672,000
2
Jang
10
27X4
1,015,740
1,01,57,400
3
Express
4
27X4
1,109,376
44,37,504





Total=18,266904
This budget is for the 1 month. As this campaign will be for 4 months so the total newspaper expenditures for the four months are “73,067,616”
Budget for TV Media:
Similarly the budget for the television media is calculated. For this media the channels like Geo News, , ARY Digital, PTV home,. Their rates in different slots and the slot which is being used are given below in the table.
This budget is also prepared for the three month duration.

Total Budget for Print Media of “4 Months”


Budget FOR TVC Advertisement




(For 4 Months)










PTV
No.of TVCs
ARY
No.of TVCs
GEO
No.of TVCs
7pm-8pm
75,000
7
90,000
6
100,000
6
8pm-9pm
75,000
5
90,000
6
100,000
7
9pm-10pm
65,000
6
60,000
6
50,000
6







First Month

1290000

1440000

1600000
Second Month

1290000

1440000

1600000
Third Month

1290000

1440000

1600000
Fourth Month

1290000

1440000

1600000







Grand Total
17320000











Budget for Advertisement Campaign:
The total budget that is required for the advertisement development is Rs.200, 000. In the advertisement there is no celebrity appearance. This is the normal prevailing rate for the development of advertisement.

Cumulative Budget:
In this section the cumulative budget for all activities which will be performed individually is calculated. It includes the whole budget for the print media as well as the TV media and of advertisement campaign making are given below;
Total Budget for IMC Plan
Budget
Amount(Rs.)
Total Budget for Print Media
7,30,67,616
Total Budget for TV Media
17320000
Total Budget for Ad Making
200,000
Cumulative Budget
9,05,87,616


Total Budget for IMC Plan

Cumulative Budget for First Four Months                    = 8,76,47,616

Cumulative Budget for Second Four Months               = 9,05,87,616

Cumulative Budget for third Four Months                  = 9,05,87,616
 

GRAND TOTAL for IMC                                           = 26,88,22,848

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