Advertising Report for the Spanish Team

Spanish Team: Vanessa, Antoine, Carlos

1/ Input from the head office:
According to the last mail received from the head office, the Spanish team was asked to cut the advertising budget for next year by 30%.

2/ Current situation analysis:
The current budget amount is 4M Euros and the actual proportion is detailed below:
- Radio : 40%
- Newspaper: 20%
- Magazines: 40%

According to our research, the buyers heard about our company through the following Media:
- Radio : 65%
- Newspaper: 10%
- Magazines: 25%

The Advertising Spanish team decided to focus on the more efficient Media to choose the next year budget proportion:

Total Budget Radio Magazine Newspaper
Current Year 4M 65% 25% 10%
Next year 2,8M 45,5% 17,5% 7%
Efficiency Rate 1,625 0,5 0,625

3/ Recommendation:

The Spanish team is proposing to the head office to keep investing in Radio and Magazine media, and stop spending money on the Newspaper advertising.
The extra budget could be reinvesting in the Radio advertising budget.

According to this proposal, our proposition for the next year advertising budget repartition is the following:

Total Budget Radio Magazine Newspaper
Current Year 4M 65% 25% 10%
Next year 2,8M 52,5% 17,5% /

In conclusion, the real investment required for the next year is the following:

Total Budget Radio Magazine Newspaper
Next year 2,8M 2,1M 0,7M /