Oper-ating Companies should use whatever cnacal mass is at thew disposal to ensure that they derive the best value for money from their Marketing budgets. Concentrating below-tlwfine cqxnditurc into the Same agency as ATL in order to reduce overall fees payable is also encouraged, both from a productivity and commonality oftnessage and look point ofview. Traditional ATL media still represents the most cost cffective means of reaching the consumer. Significant investment in less efficient means of reaching the consumer should only be considered if they have a r-H c potential of not being subject to anticipated future restrictions on tobacco advertising and marketing. All consumer and trade promotions should be implemented only ifthey are justified by higher sales.
Sponsorships are a key element within the marketing mix, particuMy for international brands.
Measurement of the effectiveness of promotional expenditure is undertaken for international sponwrships but all sponsorship activities for national brands must equally have clear Qn objectives with regular monitoring oftheir effectiveriess. BATCo document for Province of British Columbia 23 April 1999 Trade marketing should also be part ofa constant review ofhow to become more competitive and more productive. The essence ofBATCo's marketing strategy lies in disciplined, consistent and long-term management ofa focused brand portfolio. All drive brands must have a defined Copy Strategy which forms the base document on which all aspects ofthe brand are managed. Tactical new brand lauriclies are to be avoided wherever possible and in all instances should be drawn from BATCo's current portfolio ofactive trademarks- Brands management must encompass all elemenu ofthe marketing mix, not simply advertising and promotion.