xls Confidential
Marketing Budget
[ ] The Marketing Budget worksheet consists of separate budgets for: Advertising, Catalogs, Direct Mail, Literature, Product Launches,
Public Relations, Resellers and Trade Shows. Each of these budgets can be used separately or in conjunction with the Advertising &
Promotions Summary which tracks total annual marketing expenditures.
[ ] If you choose to use one of the separate budgets, it is recommended that you first enter your monthly sales forecast totals on Row 293.
Each budget calculates the monthly and annual expenses as a percent of sales, as well as comparing 1994's expenses to 1995's totals.
[ ] The month names and years are calculated based on the values you enter in rows 19-20.
[ ] Enter your data into the unprotected cells in blue. Totals and percentages are calculated automatically.
[ ] The Advertising Budget begins on Row 18, the Catalog Budget on Row 56, the Direct Mail Budget on Row 68,
the Literature Budget on Row 106, the Product Launch Budget on Row 150, Public Relations Budget on Row 200,
the Reseller Budget on Row 217, and the Trade Show Budget on Row 263.
Advertising Budget
1994
Advertising Totals Jan Feb Mar Apr May Jun Jul
Media
Publication 1 $259,776 $18,040 $18,040 $18,040 $18,040 $18,040 $18,040 $18,040
Publication 2 $273,600 $28,500 $28,500 $28,500 $28,500 $28,500 $28,500 $28,500
Publication 3 $0 $27,000 $0 $0 $0 $0 $0 $0
Publication 4 $0 $0 $0 $9,300 $0 $0 $0 $0
Publication 5 $0 $0 $0 $0 $0 $0 $0 $0
Publication 6 $0 $0 $0 $0 $0 $0 $0 $0
Publication 7 $0 $0 $0 $0 $0 $0 $0 $0
Publication 8 $0 $0 $0 $0 $0 $0 $0 $0
Publication 9 $0 $0 $0 $0 $0 $0 $11,500 $0
Publication 10 $0 $0 $0 $0 $0 $0 $0 $0
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Publication 11 $0 $0 $0 $0 $0 $0 $0 $0
Publication 12 $0 $0 $0 $0 $0 $0 $0 $0
Publication 13 $0 $0 $0 $0 $0 $0 $0 $0
Publication 14 $62,000 $0 $0 $0 $0 $31,000 $0 $0
Total Media $595,376 $73,540 $46,540 $55,840 $46,540 $77,540 $58,040 $46,540
Total Artwork & Production $53,550 $1,350 $16,850 $3,850 $18,850 $1,350 $3,850 $1,350
Total Advertising $648,926 $74,890 $63,390 $59,690 $65,390 $78,890 $61,890 $47,890
Percentage of Sales 14.8% 12.3% 11.6% 14.6% 16.9% 10.1% 8.0%
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Catalog Budget
1994
Catalog Total Jan Feb Mar Apr May Jun Jul
Catalog 1 $4,574 $0 $2,292 $0 $0 $0 $0 $0
Catalog 2 $20,480 $7,470 $0 $6,000 $0 $0 $0 $6,700
Catalog 3 $0 $0 $0 $4,000 $0 $3,000 $0 $3,000
Catalog 4 $74,528 $12,996 $6,243 $12,996 $6,243 $6,243 $6,243 $0
Catalog 5 $3,500 $1,851 $0 $3,000 $0 $3,000 $0 $3,000
Total Catalogs $103,082 $22,317 $8,535 $25,996 $6,243 $12,243 $6,243 $12,700
Percentage of Sales 4.4% 1.7% 5.0% 1.4% 2.6% 1.0% 2.1%
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Outside List
Source 1 Post Card $0 $0 $16,250 $0 $0 $0 $0
Source 2 Post Card $0 $0 $0 $0 $0 $13,000 $0
Source 3 Post Card $0 $0 $0 $0 $0 $0 $0
Registration Card Data Entry $5,000 $650 $650 $650 $650 $650 $650 $1,000
MIS Time - Reports $1,000 $0 $0 $0 $0 $800 $0 $0
Mailing List Rental Fees $0 $0 $0 $0 $0 $0 $450
Miscellaneous $0 $0 $0 $0 $0 $0 $0
Mailing List Mgmt. Total $6,000 $650 $650 $650 $650 $1,450 $650 $1,450
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Mailing List Income Total $11,000 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200
[ ] Total Direct Mail = (Installed Customer Base + Outside List + Mailing List Management) - Mailing List Income
Total Direct Mail $301,340 $41,389 ($550) $15,700 ($550) $250 $110,200 $250
Percentage of Sales 8.2% -0.1% 3.0% -0.1% 0.1% 17.9% 0.0%
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Literature Budget
1994
Literature Total Jan Feb Mar Apr May Jun Jul
Collateral
Corporate Brochure-Printing $25,500 $0 $0 $0 $0 $0 $0 $0
Mini Catalog-Printing $32,450 $0 $0 $0 $0 $0 $36,220 $0
Product Brochures-Printing $89,520 $0 $0 $0 $0 $0 $0 $0
Photography $12,485 $0 $0 $0 $0 $0 $5,415 $0
Copywriter $2,400 $0 $0 $0 $0 $0 $0 $0
Design & Mechanicals $5,600 $0 $0 $0 $0 $0 $3,500 $0
Separations $4,800 $0 $0 $0 $0 $0 $2,400 $0
Collateral Total $172,755 $0 $0 $0 $0 $0 $47,535 $0
Product Packaging
Boxes $48,575 $0 $0 $13,965 $0 $0 $13,965 $0
Stickers $3,750 $0 $0 $1,000 $0 $0 $1,000 $0
Photography $18,520 $0 $20,000 $0 $0 $0 $0 $0
Copywriter $2,400 $0 $0 $950 $0 $0 $950 $0
Design & Mechanicals $6,000 $0 $3,000 $0 $0 $3,000 $0 $0
Separations $6,000 $0 $0 $1,800 $0 $0 $1,800 $0
Product Packaging Total $85,245 $0 $23,000 $17,715 $0 $3,000 $17,715 $0
Merchandising
Flyers $16,515 $0 $0 $4,200 $0 $0 $4,200 $0
Coupons $11,545 $0 $0 $3,000 $0 $0 $3,000 $0
Copywriter $2,400 $0 $0 $1,000 $0 $0 $1,000 $0
Design & Mechanicals $4,000 $0 $0 $1,500 $0 $0 $1,500 $0
Merchandising Total $34,460 $0 $0 $9,700 $0 $0 $9,700 $0
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Miscellaneous
Ad & Editorial Reprints $8,000 $0 $0 $2,000 $0 $0 $2,000 $0
Registration Cards $1,750 $0 $0 $500 $0 $0 $500 $0
Business Cards $2,000 $0 $0 $600 $0 $0 $600 $0
Training Materials $2,400 $0 $0 $850 $0 $0 $850 $0
Christmas Cards $500 $0 $0 $0 $0 $0 $0 $0
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Public Relations
Press Review Kits $25,500 $0 $0 $0 $0 $25,000 $0 $0
Public Relations Total $25,500 $0 $0 $0 $0 $25,000 $0 $0
Sales Collateral
Copy & Design $2,000 $0 $0 $0 $0 $0 $0 $2,000
Photoshoot & Supply of Film $1,000 $0 $0 $0 $0 $0 $0 $1,000
Product Pkg. Design & Film $10,000 $0 $0 $0 $0 $0 $0 $10,000
Product Brochure $10,000 $0 $0 $0 $0 $0 $0 $10,000
Direct Mail Reg. Card piece $5,000 $0 $0 $0 $0 $0 $0 $5,000
Mini Catalog $18,000 $0 $0 $0 $0 $0 $0 $18,000
Ad/Editorial Reprints $2,500 $0 $0 $0 $0 $0 $0 $2,500
Merchandising $5,000 $0 $0 $0 $0 $0 $0 $5,000
Sales Collateral Total $53,500 $0 $0 $0 $0 $0 $0 $53,500
Trade Shows
Targeted Industry Shows $15,000 $0 $0 $0 $0 $5,000 $5,000 $5,000
Other Shows $5,000 $0 $0 $0 $0 $0 $5,000 $0
Merchandising Total $20,000 $0 $0 $0 $0 $5,000 $10,000 $5,000
Advertising
Targeting Publications $60,000 $0 $10,000 $10,000 $10,000 $10,000 $10,000 $10,000
Direct Mail
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Reseller Promotions
ROP Ads $45,000 $0 $0 $0 $0 $0 $0 $0
End Caps $35,000 $0 $0 $0 $0 $0 $0 $0
Direct Mail Total $80,000 $0 $0 $0 $0 $0 $0 $0
Total Product Launch $339,000 $0 $10,000 $10,000 $10,000 $40,000 $20,000 $68,500
Percentage of Sales 0.0% 1.9% 1.9% 2.2% 8.5% 3.3% 11.4%
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Free Shipping $5,600 $1,500 $250 $250 $250 $1,500 $1,500 $1,500
Bacon,s Clipping Service $2,000 $200 $200 $200 $200 $200 $200 $200
Consultant's Fees $35,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000 $4,000
Consultant's Expenses $5,000 $500 $500 $0 $1,500 $500 $0 $500
Evaluation Units $10,000 $500 $500 $500 $500 $1,000 $500 $500
P.R. Production $3,500 $250 $250 $250 $250 $250 $250 $750
Product Photos $4,500 $2,500 $75 $75 $500 $75 $500 $75
Miscellaneous $2,500 $100 $100 $100 $100 $100 $100 $100
Total Public Relations $68,100 $9,550 $5,875 $5,375 $7,300 $7,625 $7,050 $7,625
Percentage of Sales 1.9% 1.1% 1.0% 1.6% 1.6% 1.1% 1.3%
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Resellers Budget
1994
Resellers Total Jan Feb Mar Apr May Jun Jul
[ ] Most distributors and retailers insist on an "Advertising Co-Op" or "MDF" percentage of your total annual sales in their stores. This fee is generally less than 5%.
In addition to this fee, distributors and retailers will coordinate special advertising deals -- end-caps, full page spreads -- and charge accordingly.
Estimate your total "Advertising Co-Op" fee and divide by 12. Ad this value to your "special promotions" fees and enter your totals in the appropriate months.
1994
Distributors Total Jan Feb Mar Apr May Jun Jul
Distributor 1 $21,754 $4,993 $4,993 $4,993 $1,993 $1,993 $1,993 $1,993
Distributor 2 $1,756 $231 $231 $231 $231 $231 $231 $231
Distributor 3 $1,200 $117 $117 $117 $117 $117 $117 $117
Distributor 4 $4,633 $267 $267 $267 $267 $267 $3,267 $267
Distributor 5 $4,000 $100 $100 $100 $100 $100 $100 $100
Distributors Total $33,343 $5,708 $5,708 $5,708 $2,708 $2,708 $5,708 $2,708
1994
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1994
Total Jan Feb Mar Apr May Jun Jul
Total Resellers $388,056 $35,804 $32,804 $64,895 $41,804 $31,804 $38,895 $23,804
Percentage of Sales 7.1% 6.4% 12.6% 9.3% 6.8% 6.3% 4.0%
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Grand Total A & P $205,995 $143,054 $213,021 $152,232 $173,812 $323,178 $160,769 $284,612
% of Sales 41% 28% 41% 34% 37% 53% 27% 44%
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1995 Variance
Aug Sep Oct Nov Dec Total 1994/1995
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$0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $31,000 -50.0%
$0
$46,540 $46,540 $46,540 $46,540 $46,540 $637,280 7.0%
$0 $0 $0 $0 $0 $23,000 9.5%
$250 $250 $250 $250 $250 $3,000 7.1%
$0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0
$100 $100 $100 $100 $100 $1,200 71.4%
$0 $0 $0 $0 $0 $10,000 -16.7%
$0 $0 $0 $0 $0 $5,000 4.2%
$1,000 $1,000 $1,000 $1,000 $1,000 $12,000 20.0%
$0
$1,350 $1,350 $1,350 $1,350 $1,350 $54,200 1.2%
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1995 Variance
Aug Sep Oct Nov Dec Total 1994/1995
$0 $0 $0 $0 $0 $2,292 -49.9%
$0 $6,700 $0 $0 $0 $26,870 31.2%
$0 $3,000 $0 $3,000 $0 $16,000
$6,243 $6,243 $12,996 $12,996 $6,243 $95,685 28.4%
$0 $3,000 $0 $3,000 $0 $16,851 381.5%
$0
$6,243 $18,943 $12,996 $18,996 $6,243 $157,698 53.0%
1.0% 2.6% 1.9% 2.7% 1.0% 2.2%
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1995 Variance
Aug Sep Oct Nov Dec Total 1994/1995
$0 $0 $0 $0 $0 $16,250
$0 $0 $0 $0 $0 $13,000
$0 $32,500 $0 $0 $0 $32,500
$0
$0 $32,500 $0 $0 $0 $61,750
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1995 Variance
Aug Sep Oct Nov Dec Total 1994/1995
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1995 Variance
Aug Sep Oct Nov Dec Total 1994/1995
$0 $0 $0 $0 $0 $25,000 -2.0%
$0 $0 $0 $0 $0 $25,000 -2.0%
$0 $0 $0 $0 $0 $2,000 0.0%
$0 $0 $0 $0 $0 $1,000 0.0%
$0 $0 $0 $0 $0 $10,000 0.0%
$0 $0 $0 $0 $0 $10,000 0.0%
$0 $0 $0 $0 $0 $5,000 0.0%
$0 $0 $0 $0 $0 $18,000 0.0%
$0 $0 $0 $0 $0 $2,500 0.0%
$0 $0 $0 $0 $0 $5,000 0.0%
$0 $0 $0 $0 $0 $53,500 0.0%
$0 $0 $0 $0 $0 $15,000 0.0%
$0 $0 $0 $0 $0 $5,000 0.0%
$0 $0 $0 $0 $0 $20,000 0.0%
$0 $0 $0 $0 $0 $60,000 0.0%
$0
$0 $0 $0 $0 $0 $60,000 0.0%
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1995 Variance
Aug Sep Oct Nov Dec Total 1994/1995
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1995 Variance
Aug Sep Oct Nov Dec Total 1994/1995
s than 5%.
nths.
1995 Variance
Aug Sep Oct Nov Dec Total 1994/1995
$1,993 $1,993 $1,993 $3,493 $1,993 $34,416 58.2%
$231 $231 $231 $231 $231 $2,772 57.9%
$117 $117 $117 $117 $117 $1,404 17.0%
$267 $3,267 $267 $267 $267 $9,204 98.7%
$100 $100 $100 $100 $100 $1,200 -70.0%
$2,708 $5,708 $2,708 $4,208 $2,708 $48,996 46.9%
1995 Variance
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1995 Variance
Aug Sep Oct Nov Dec Total 1994/1995
$29,804 $35,895 $36,804 $23,304 $22,895 $418,512 7.8%
4.6% 4.8% 5.5% 3.3% 3.7% 5.9%
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1995 Variance
Aug Sep Oct Nov Dec Total 1994/1995
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