Marketing Pharmasim Final Report on Advertising Sections
3. Advertising budget
4. Selected advertising agency
5. Relative emphasis on the four types of advertising messages
6. Promotion’s budget with allocations to cooperative advertising and the three types of consumer promotions
Final Simulation Report
The Final Report should describe your final results for all Allround brands by category. The written report must not exceed 5 double-spaced pages (12-point type) with one-inch margins, excluding title page and appendix. The report should not merely list the results, but detail what you learned during the simulation by addressing the categories below. Note: you should include Product Life Cycle in all of your categories.
1. Manufacturer’s suggested retail price
2. Volume discounts and promotional allowances
3. Advertising budget
4. Selected advertising agency
5. Relative emphasis on the four types of advertising messages
6. Promotion’s budget with allocations to cooperative advertising and the three types of consumer promotions
7. Sales force (number allocated to the five types of retail stores as well as to wholesale and indirect support functions)
8. Segmentation
9. Line extensions
10. Cumulative net income throughout the simulation and final stock price
11. What you anticipate would happen to the Allround brands in period nine
Your appendix must include:
1. Your firm’s initial strategy
2. Your team’s decisions, results, and interpretation of results for each of the eight periods
3. Graphs
Set advertising budget, agency, targets, and message for a brand.
Advertising Budget: total media expenditure.
Ad Agency: higher cost agencies produce higher quality ads.
Targets: target your ad message to a particular population and illness.
Primary: creates awareness; stimulates demand.
Benefits: emphasizes product benefits. (Select benefits to promote.)
Comparison: compares your product to a competitor's. (Select one competitor.)
Reminder: maintains awareness; stimulates repurchase.
Ad messages percentages must total 100%.
The team leader may optionally lock decisions to prevent additional changes this period
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| Advertising Decision for  | Budget (M): | $39.3 | | Remaining: | $10.3 |
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| | Target Decision | | Advertising Budget: | $15.0 Million | | Ad Agency: | Brewster, Maxwell, & Wheeler (15%) | | | | Demographic Targets: | all | | Symptom Targets: | cold, cough | | | | Message Decision | | Ad Message: | | Primary | 10% | | Benefits | 40% | | Comparison | 40% with End | | Reminder | 10% | | | | Promote Benefits: | relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, suppresses coughing, minimizes side effects, helps you rest |
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| Advertising - Period 2 |
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| Advertising Decision for | Budget (M): | $50.8 | | Remaining: | $22.0 |
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| | Target Decision | | Advertising Budget: | $16.0 Million | | Ad Agency: | Brewster, Maxwell, & Wheeler (15%) | | | | Demographic Targets: | all | | Symptom Targets: | cold, cough | | | | Message Decision | | Ad Message: | | Primary | 5% | | Benefits | 44% | | Comparison | 46% with Besthelp | | Reminder | 5% | | | | Promote Benefits: | relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, suppresses coughing, minimizes side effects, won't cause drowsiness, helps you rest |
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| Advertising Decision for | Budget (M): | $48.6 | | Remaining: | $20.1 |
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| | Target Decision | | Advertising Budget: | $15.0 Million | | Ad Agency: | Sully and Rogers (10%) | | | | Demographic Targets: | young singles, young families, mature families | | Symptom Targets: | cold | | | | Message Decision | | Ad Message: | | Primary | 10% | | Benefits | 40% | | Comparison | 40% with Besthelp | | Reminder | 10% | | | | Promote Benefits: | relieves aches, clears nasal congestion, reduces chest congestion, suppresses coughing, minimizes side effects, helps you rest |
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| Advertising Decision for  | Budget (M): | $52.3 | | Remaining: | $12.5 |
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| | Target Decision | | Advertising Budget: | $15.0 Million | | Ad Agency: | Brewster, Maxwell, & Wheeler (15%) | | | | Demographic Targets: | all | | Symptom Targets: | cold, cough | | | | Message Decision | | Ad Message: | | Primary | 9% | | Benefits | 18% | | Comparison | 38% with Besthelp | | Reminder | 35% | | | | Promote Benefits: | relieves aches, clears nasal congestion, reduces chest congestion, suppresses coughing, minimizes side effects, helps you rest |
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| Advertising Decision for | Budget (M): | $44.7 | | Remaining: | $3.8 |
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| | Target Decision | | Advertising Budget: | $10.0 Million | | Ad Agency: | Brewster, Maxwell, & Wheeler (15%) | | | | Demographic Targets: | all | | Symptom Targets: | cold, cough | | | | Message Decision | | Ad Message: | | Primary | 12% | | Benefits | 28% | | Comparison | 35% with Besthelp+ | | Reminder | 25% | | | | Promote Benefits: | relieves aches, clears nasal congestion, reduces chest congestion, suppresses coughing, relieves allergy symptoms, minimizes side effects, helps you rest |
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| Advertising Decision for | Budget (M): | $49.6 | | Remaining: | $2.0 |
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| | Target Decision | | Advertising Budget: | $12.6 Million | | Ad Agency: | Brewster, Maxwell, & Wheeler (15%) | | | | Demographic Targets: | young singles, young families, mature families | | Symptom Targets: | all | | | | Message Decision | | Ad Message: | | Primary | 18% | | Benefits | 37% | | Comparison | 30% with Dryup+ | | Reminder | 15% | | | | Promote Benefits: | relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, suppresses coughing, relieves allergy symptoms, helps you rest |
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| Advertising Decision for | Budget (M): | $54.3 | | Remaining: | $7.8 |
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| | Target Decision | | Advertising Budget: | $13.0 Million | | Ad Agency: | Brewster, Maxwell, & Wheeler (15%) | | | | Demographic Targets: | young singles, young families, mature families | | Symptom Targets: | all | | | | Message Decision | | Ad Message: | | Primary | 15% | | Benefits | 35% | | Comparison | 30% with Besthelp | | Reminder | 20% | | | | Promote Benefits: | relieves aches, clears nasal congestion, reduces chest congestion, suppresses coughing, relieves allergy symptoms, helps you rest |
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| Advertising Decision for | Budget (M): | $60.6 | | Remaining: | $14.4 |
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| | Target Decision | | Advertising Budget: | $15.0 Million | | Ad Agency: | Brewster, Maxwell, & Wheeler (15%) | | | | Demographic Targets: | young singles, young families, mature families | | Symptom Targets: | all | | | | Message Decision | | Ad Message: | | Primary | 10% | | Benefits | 30% | | Comparison | 35% with Besthelp | | Reminder | 25% | | | | Promote Benefits: | relieves aches, clears nasal congestion, reduces chest congestion, suppresses coughing, relieves allergy symptoms, helps you rest |
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| Advertising Decision for | Budget (M): | $62.3 | | Remaining: | $15.8 |
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| | Target Decision | | Advertising Budget: | $15.0 Million | | Ad Agency: | Brewster, Maxwell, & Wheeler (15%) | | | | Demographic Targets: | young singles, young families, mature families | | Symptom Targets: | all | | | | Message Decision | | Ad Message: | | Primary | 10% | | Benefits | 30% | | Comparison | 35% with Besthelp | | Reminder | 25% | | | | Promote Benefits: | relieves aches, clears nasal congestion, reduces chest congestion, suppresses coughing, relieves allergy symptoms, helps you rest |
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In period 4 we introduced a new brand for children:
| Advertising Decision for  | Budget (M): | $52.3 | | Remaining: | $12.5 |
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| | Target Decision | | Advertising Budget: | $6.0 Million | | Ad Agency: | Brewster, Maxwell, & Wheeler (15%) | | | | Demographic Targets: | young families | | Symptom Targets: | cold | | | | Message Decision | | Ad Message: | | Primary | 35% | | Benefits | 35% | | Comparison | 15% with Coldcure | | Reminder | 15% | | | | Promote Benefits: | relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, won't cause drowsiness |
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| Advertising Decision for | Budget (M): | $44.7 | | Remaining: | $3.8 |
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| | Target Decision | | Advertising Budget: | $6.0 Million | | Ad Agency: | Brewster, Maxwell, & Wheeler (15%) | | | | Demographic Targets: | young families, mature families | | Symptom Targets: | cold, allergy | | | | Message Decision | | Ad Message: | | Primary | 30% | | Benefits | 30% | | Comparison | 30% with Coldcure | | Reminder | 10% | | | | Promote Benefits: | relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, relieves allergy symptoms, won't cause drowsiness |
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| Advertising Decision for | Budget (M): | $49.6 | | Remaining: | $2.0 |
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| | Target Decision | | Advertising Budget: | $6.5 Million | | Ad Agency: | Brewster, Maxwell, & Wheeler (15%) | | | | Demographic Targets: | young families, mature families | | Symptom Targets: | cold, allergy | | | | Message Decision | | Ad Message: | | Primary | 25% | | Benefits | 35% | | Comparison | 30% with Coldcure | | Reminder | 10% | | | | Promote Benefits: | relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, won't cause drowsiness |
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| Advertising Decision for | Budget (M): | $54.3 | | Remaining: | $7.8 |
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| | Target Decision | | Advertising Budget: | $6.5 Million | | Ad Agency: | Brewster, Maxwell, & Wheeler (15%) | | | | Demographic Targets: | young families, mature families | | Symptom Targets: | all | | | | Message Decision | | Ad Message: | | Primary | 25% | | Benefits | 35% | | Comparison | 30% with Coldcure | | Reminder | 10% | | | | Promote Benefits: | relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, won't cause drowsiness |
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| Advertising Decision for | Budget (M): | $60.6 | | Remaining: | $14.4 |
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| | Target Decision | | Advertising Budget: | $6.3 Million | | Ad Agency: | Brewster, Maxwell, & Wheeler (15%) | | | | Demographic Targets: | young families, mature families | | Symptom Targets: | cold, cough | | | | Message Decision | | Ad Message: | | Primary | 20% | | Benefits | 20% | | Comparison | 35% with Coldcure | | Reminder | 25% | | | | Promote Benefits: | relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, won't cause drowsiness |
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| Advertising Decision for | Budget (M): | $62.3 | | Remaining: | $15.8 |
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| | Target Decision | | Advertising Budget: | $6.3 Million | | Ad Agency: | Brewster, Maxwell, & Wheeler (15%) | | | | Demographic Targets: | young families, mature families | | Symptom Targets: | cold, cough | | | | Message Decision | | Ad Message: | | Primary | 20% | | Benefits | 20% | | Comparison | 35% with Coldcure | | Reminder | 25% | | | | Promote Benefits: | relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, won't cause drowsiness |
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