MKT 300 Chapter 8: MKT300-Chapter8

• School: Ryerson University
• Department: Marketing
• Course: MKT 300
• Professor: Armand Gervais

Document Summary

8. 1: baseline sales, incremental sales, and promotional lift. Baseline sales: expected sales results, excluding the marketing programs under evaluation. Total sales ($,#) = baseline sales ($,#) + incremental sales from marketing ($,#) Separating incremental sales into portions attributable to the various marketing activities used to generate them: Incremental sales ($,#) = incremental sales from advertising ($,#) + incremental. Sales from trade promotion ($,#) + incremental sales from consumer promotion ($,#) + incremental sales from other ($,#) Incremental sales ($,#) = total sales ($,#) baseline sales ($,#) Lift (%) = incremental sales ($,#) / baseline sales ($,#) Cost of incremental sales ($) = marketing spending ($) / incremental sales ($,#) Total sales ($,#) = baseline sales + [baseline sales ($,#) x lift (%) from. Advertising] + [baseline sales ($,#) x lift (%) from trade promotion] + [baseline. Sales ($,#) x lift (%) from consumer promotion] + [baseline sales ($,#) x lift (%) from other]