Promotional Budget #1
The total amount of money allocated for marketing and promotional activities during a specific time period.
Promotional Budget
A measure of profitability comparing the cost of a promotional activity to the revenue it generates.
Return on Investment (ROI)
How often a promotional activity or message is scheduled within a given time frame.
Frequency
A schedule that outlines when and where marketing activities will occur to support organizational goals.
Promotional Calendar
Expenses that fluctuate based on the scope or scale of promotional activities (e.g., printing, advertising).
Variable Costs
The process of distributing funds across different promotional activities or channels.
Allocation
The amount of time needed to plan and prepare for a promotional activity before its launch.
Lead Time
Selecting the most effective dates and times for promotional activities to maximize impact.
Timing
The amount spent to reach one person or impression through a promotional activity.
Cost-Per-Impression (CPI)
Expenses that do not change regardless of the level of promotional activity (e.g., venue rental, salaries).
Fixed Costs
The combination of different communication channels used in a promotional plan.
Media Mix
The process of executing a planned promotional activity or campaign.
Activation
The value of what is given up when choosing one promotional activity over another.
Opportunity Cost
The level of sales at which total revenue equals total costs, meaning no profit or loss.
Break-Even Point
Any interaction between the brand and the consumer, such as social media posts, ads, or events.
Touchpoint
Coordinating multiple promotional activities so they work together to reinforce the overall marketing strategy.
Integration
The amount paid each time a consumer clicks on an online advertisement.
Cost-Per-Click (CPC)
Money set aside for unexpected expenses or emergencies during a promotional campaign.
Contingency Fund
Adjusting promotional activities based on seasonal trends, holidays, or peak demand periods.
Seasonality
A prompt that encourages the audience to take a specific action, such as 'Buy Now' or 'Register Today'.
Call to Action (CTA)