Promotion Strategies for Anheuser-Busch
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The paper discusses the factors that influence the promotional mix of a company and relates that Anheuser-Busch increased its marketing budget and moved spending to online and cable. The paper looks at the challenge of figuring out an advertising budget and provides a table of Anheuser-Busch's promotion and advertising budget. The paper also relates that Anheuser-Busch use sponsorships of four team sports and are the official beer of the National Football League and the PGA. The paper concludes that concentrating on both online and sports customers will allow Anheuser-Busch to get the most return for the money they are spending on their advertising budget.
From the Paper:"In 2007, citing alterations in customers' viewing habits, Anheuser-Busch increased its marketing budget and moved spending to online and cable. They considerably increased their total spent, with alterations in their media mix to reflect the viewing habits of their customers. Those amendments included a considerable move into cable and a doubling of digital spending. Anheuser-Busch asserted that its target audience spends two-thirds of its television-viewing time watching cable TV. The brewer preserved its current levels of advertising for broadcast sporting events, while decreasing ad spends for prime-time network TV (Anheuser-Busch to Double Digital Spend, 2006).
"Figuring out an advertising budget is a long standing challenge. But, as media options have become more plentiful and the racket in the marketplace has gone up, the budgeting choice has grown more and more tricky. The affiliation between advertising goals and budget choices is a vital one. The advertising budgeting choice can be broken down into two major components: how much should be spent on advertising and promotion, and how the total advertising and promotion money set aside for different media, different products, geographic areas or target markets should be allocated. Figuring out the size of the advertising budget is a very significant decision. It influences the future impact of all of the firm's marketing labors and determines the firm's future marketing plan."
Sample of Sources Used:
- Anheuser-Busch to Double Digital Spend. (2006). Retrieved February 24, 2011, from Web site: http://www.marketingvox.com/anheuser-busch-to-double-digital-spend-025744/
- Determining the Advertising Appropriation and Budgeting. (n.d.). Retrieved February 24, 2011, from Web site: http://web.utk.edu/~rhovland/budgethandout.html
- Formulating the Promotion Mix. (n.d.). Retrieved February 24, 2011, from Web site: http://www.electricscotland.com/friends/alastair/mm21.htm
- Kurtz, David L., MacKenzie, H. F. and Snow, Kim. (2010). Contemporary Marketing. Ontario: Nelson Education Ltd.
- Mullman, Jeremy. (2010). A-B's Return to NFL Signals Bet on Big-Event Sponsorships. Retrieved February 24, 2011, from Web site: http://adage.com/article/news/500m-return- to-nfl-signals-a-b-s-bet-on-event-sponsorships/143774/
Cite this Case Study:
Promotion Strategies for Anheuser-Busch (2013, May 08) Retrieved May 29, 2020, from https://www.academon.com/case-study/promotion-strategies-for-anheuser-busch-153224/
"Promotion Strategies for Anheuser-Busch" 08 May 2013. Web. 29 May. 2020. <https://www.academon.com/case-study/promotion-strategies-for-anheuser-busch-153224/>