The budget The promotional budget links marketing objectives with media, message, and control decisions Acts as a control mechanism Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 20-6 The Budget The promotional budget links marketing objectives with media, message, and control decisions. Acts as a control mechanism
Media Availability $300 billion spent on worldwide media in 1999 Total Spending(billons), 1999 U.S Japan 357 U.K Germany 20.3 France 9.7 Brazil 8.8 Australia 5.5 Canadas.4 South Korea□53 Netherlands■3.7 Source: Adapted from"Top Global Ad Markets Copyright 2001 by Harcourt, Inc. All rights reserved Advertising Age Intemational, May, 1999, 35-38. 20-7
Copyright © 2001 by Harcourt, Inc. All rights reserved. 20-7 Media Availability $300 billion spent on worldwide media in 1999! 117 35.7 20.8 20.3 9.7 8.8 5.5 5.4 5.3 3.7 0 20 40 60 80 100 120 U.S Japan U.K. Germany France Brazil Australia Canada South Korea Netherlands Total Spending (billons), 1999 Source: Adapted from “Top Global Ad Markets,” Advertising Age International, May, 1999, 35-38
Media Availability Per Capita Spending($),1999 50100150200250300350400450 U.S 400 Japan 297 U.K 323 Germany 230 France 158 Brazil 54 australia 263 Canada 157 South Korea 140 Netherlands Source: Adapted from"Top Global Ad Markets Copyright 2001 by Harcourt, Inc. All rights reserved Advertising Age Intemational, May, 1999, 35-38. 20-8
Copyright © 2001 by Harcourt, Inc. All rights reserved. 20-8 Media Availability 400 297 323 230 158 5 4 263 157 140 240 0 50 100 150 200 250 300 350 400 450 U.S Japan U.K. Germany France Brazil Australia Canada South Korea Netherlands Per Capita Spending ($), 1999 Source: Adapted from “Top Global Ad Markets,” Advertising Age International, May, 1999, 35-38