How to efficiently allocate advertising budget: Preparation, conceptualization and the basis of preparation of the Annual Work Plan.

The event will cover the main characteristics of products, services and competition to gain access to the market of final customers.

The seminar will cover the following topics:

"3C" MODEL Defining permanent and differentiated market

positions

Customer • Company • Market competitors

"PBC" MODEL - diagnosis tool that indicates a major

brand

• Product • Brand • Communication

"C L V vs. CAC "DIAGNOSTIC TOOL FOR INVESTMENT -

Viral investment • Classical investment • Sales and complex sales

INVESTMENT MODELS - How, when and where to invest

Annual Plan (Masterplan) • Project Plan