Marketing Audit for company|Advertising Section
Answer the following in complete sentence for Estée Lauder Companies Inc.
please provide a list of sources (no intext citation necessary)
1. Advertising department structure
Division of work and responsibilities
Authority vs. responsibility
2. Agency responsibilities
3. Company policies
Role of advertising
Relationship to sales
Used of advertising as a tool for leads generation
4. Management’s attitude toward advertising
5. Sales organization’s attitude toward advertising
6. Advertising strategy/positioning
7. Target audiences
8. “Sacred cows”
9. Graphics standards
10. References to subsidiaries, divisions, addresses, etc.
11. Patent registration notices
12. Copywrite policies and procedures
13. Legal factors
14. Method of setting budget
Items included
% of sales per unit, per task (zero-base budgeting)
How corporate non-product) advertising is paid for
Budget year
When presented/approved
15. Media
Media strategy
Media used
Newspaper
Consumer magazines
Outdoor
Trade shows
Catalogues
Trade directories
Direct mail
Electronic (radio, broadcast and narrowcast television, movie theatres, etc.)
House publications
Internet, Social Media, Blogs, You Tube content, etc.
Any significant changes in emphasis over recent years
Media testing
Merchandising services available from media
16. Existing media contracts
17. Seasonal factors
18. Merchandising to salesman, distributors, etc.
19. Mailing facilities
Outside services
Lists
20. Inquiry-handling system
21. Photographic capabilities/facilities
22. Method of advertising evaluation
23. Competitive advertising
24. Recent and current performance
25. Samples
26. Recruitment advertising
27. Advertising objectives
28. Measurement, in terms of
Sales Increase
Share of market shift
Consumer awareness
Consumer preference
Sales lead generation
Creation of new customers
Cost per incremental unit sold
Syndicated service ratings
29. Pre-testing
