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.
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
Time Segment
|
Day/Category
|
PTV Slot Rate (NNW)
|
Commercial Time Allowed
|
PTV Sponsorship Rate Per Minute
|
Branding Charges
|
All days (25min slot)
|
300,000.00
|
04 minutes
|
142,500.00
|
71,250.00
| |
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
| |
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 fromApr, 15, 2008
Effective from
ARY Digital
Time Band
|
Rates
|
50,000
| |
50,000
| |
50,000
| |
60,000
| |
60,000
| |
60,000
| |
60,000
| |
60,000
| |
90,000
| |
90,000
| |
90,000
| |
90,000
| |
90,000
| |
90,000
| |
90,000
| |
90,000
| |
60,000
| |
60,000
| |
60,000
| |
60,000
| |
40,000
| |
40,000
| |
40,000
| |
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
| |
75,000
|
5
|
90,000
|
4
|
100,000
|
5
| |
75,000
|
6
|
90,000
|
4
|
100,000
|
8
| |
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
| |
75,000
|
7
|
90,000
|
6
|
100,000
|
6
| |
75,000
|
5
|
90,000
|
6
|
100,000
|
7
| |
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
| |
75,000
|
7
|
90,000
|
6
|
100,000
|
6
| |
75,000
|
5
|
90,000
|
6
|
100,000
|
7
| |
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
Budget of Coke in Advertisement Plan
Reviewed by Unknown
on
June 17, 2010
Rating:
Reviewed by Unknown
on
June 17, 2010
Rating:
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