Marketing Spreadsheet Resources

 

This page contains several Excel spreadsheets which can be used as templates for advertising, IMC, and marketing classes.  The resources on this page are best viewed when using Internet Explorer.  To save a spreadsheet, right click the appropriate link and then select "save as." 

Spreadsheet

Description of Template

Advertising Costs Planning Spreadsheet This spreadsheet allows you to calculate CPM Estimates, CPRP Estimates, and Milline Rate Comparisons
Advertising, Promotion, and Sales Staff Budget Budget for advertising/promotion and sales staffing over a three year time period.
Ad Spending by Month A monthly advertising spending plan broken down into categories such as newspaper, magazine, TV, radio, and other.  Budget includes number of ads and cost.
Agency Selection This matrix can be used to measure your compatibility with a prospective agency.
Competitive Comparison Matrix The competitive comparison matrix provides for a comparison of strengths, and weaknesses for both you and your competitors. 
Company Situation Analysis Spreadsheet organizes information into five categories:  strategic performance indicators, SWOT, competitive strength assessment, conclusions concerning competitive position, and major issues/problems the company must address.
Competitor Pricing History A spreadsheet useful for organizing competitors' prices over a period of time.
Direct Mail Analysis Use this spreadsheet to run the numbers on a direct-mail campaign. The form includes a breakdown of gross margin of the product being sold, the cost of the direct mail piece, and an analysis of the profit and break-even point.
Marketing Budget (30+ pages) The Marketing Budget spreadsheet consists of separate budgets for Advertising, Catalogs, Direct Mail, Literature, Product Launches, Public Relations, Resellers and Trade Shows. Each of these budgets can be used separately or in conjunction with the Advertising & Promotions Summary which tracks total annual marketing expenditures.
Sales of Competitors Spreadsheet that tracks sales of leading competitors (in either dollars or units) over time.
Sales Promotion Plan and Budget A template to categorize various sales promotional tools and develop a budget.
Sales Source Analysis Spreadsheet for analyzing sales of leading competitors (in either dollars or units).   Use this form to track your marketing effectiveness by summarizing sales revenue generated by each activity.
Creative Commons License
Marketing Spreadsheet Resources by Theresa Clarke is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 United States License.