- Financial Data – 1 year of projections, by month
Estimate expenditures (cost) for each promotion mix vehicle
Estimate Impact – if you can’t measure it, you can’t manage it
You must estimate revenue at a minimum, but can also calculate profit as well - Measurements & Metrics
Explain the chosen metric for each Promotion element (e.g. sales, market share, awareness, etc) – they will not
all be the same
Estimate the achieved metric for each Promotion element after twelve months – aka what re your first year
goals - Conclusion – write a short conclusion, tying it all together (1-2 paragraphs)
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