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The AMA Handbook of Due Diligence by Andrew J. Sherman, William M. Crilly

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ENTITY Form 10-15
227
REF.
PREPARED BY REVIEWED BY
REVISION DATE SECTION PAGE
ADVERTISING - MEDIA AND EXPENDITURES
DISTRIBUTION OF EXPENDITURES BY MEDIA
PLANNED EXPENDITURES BY MEDIA
IN CURRENT YEAR
DOLLARS
(Thousands)
PERCENT OF
TOTAL
Magazines $ %
Newspapers
Radio
Television
Outdoor (Billboard)
Point Of Sale
Total $ 100.0%
ADVERTISING EXPENDITURES
YEAR ACTUAL ACTUAL ACTUAL ESTIMATED PROJECTED
20 20 20 20 20
(Thousands Of Dollars)
Internal Expenses $ $ $ $ $
Agency Expenses
Media Expenses
Other Than Media Expenses
Total $ $ $ $ $
Percent Of Revenues % % % % %
INFORMATION REQUEST
Please provide copies of the following for the current year:
Advertising schedule indicating the name of the media and the frequency of placement.
Copies of print advertisements.
Tapes of radio and television advertisements.
ENTITY Form 10-16
REF.
PREPARED BY REVIEWED BY
REVISION DATE SECTION PAGE
228
COMPARISON OF ADVERTISING PROGRAMS WITH MAJOR COMPETITORS
ADVERTISING EXPENDITURES
PERIOD ENTITY COMPETITOR A COMPETITOR B COMPETITOR C
(Thousands Of Dollars)
20 $ $ $ $
20
20
20
20
(Percent Of Revenues)
20 % % % %
20
20
20
20
OVERALL COMPETITIVE POSTURE
How does entity’s overall advertising program rank against its major competitors?
* Rank “1” to “4”, with “4” being the highest rating.
CHARACTERISTIC ENTITY COMPETITOR A COMPETITOR B COMPETITOR C
Quality
Creativity
Timeliness
Media Placement
Expenditure Level
Competitor A: ________________________ B: _________________________ C: _________________________
ENTITY Form 10-17
229
REF.
PREPARED BY REVIEWED BY
REVISION DATE SECTION PAGE
SALES PROMOTION - ORGANIZATION AND ACTIVITIES
SALES PROMOTION ORGANIZATION
Does the entity have a separate sales promotion organization? [ ] Yes [ ] No If so:
What is the name and title of the individual heading this function?
What is the name and title of the person to whom the above manager reports?
How many people are assigned to this activity? _______
SALES PROMOTIONS ACTIVITIES
What are the entity’s major sales promotion activities, other than advertising?
_____________________________________________ ___________________________________________
_____________________________________________ ___________________________________________
_____________________________________________ ___________________________________________
DISTRIBUTION OF SALES PROMOTION EXPENDITURES BY ACTIVITY
PLANNED EXPENDITURES BY
ACTIVITY IN CURRENT YEAR
DOLLARS
(Thousands)
PERCENT OF
TOTAL
Trade Shows $ %
Point-Of-Purchase Promotions
Cooperative Advertising Funds
Free Or Reduced Price Offers
Contests For Sales Personnel
Consumer Contests
Catalogs
Dealer Training Programs
Total $ 100.0%
ENTITY Form 10-18
REF.
PREPARED BY REVIEWED BY
REVISION DATE SECTION PAGE
230
TRADE SHOW PARTICIPATION
TRADE SHOW YEARS
TRADE SHOW LOCATION DATES
TRADE SHOW LOCATION DATES
What trade shows has the Company participated in during the prior three years?
What trade shows have been, or will be, participated in this year?
What trade shows are scheduled for next year?
ENTITY Form 10-19
231
REF.
PREPARED BY REVIEWED BY
REVISION DATE SECTION PAGE
SALES PROMOTION EXPENSE
SALES PROMOTION EXPENDITURES
YEAR ACTUAL ACTUAL ACTUAL ESTIMATED PROJECTED
20 20 20 20 20
(Thousands Of Dollars)
Trade Show Participation $ $ $ $ $
Other Promotional Expenses
Total $ $ $ $ $
Percent Of Revenues % % % % %

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