The chart compares the allocations of four companies for advertisements in the UK in the year of 2002. Overall, in all four companies, most resources were spent on TV advertisements, and a considerable disparity could be seen clearly in the money allocated to TV ads and other type of ads, especially with cinema and outdoor advertisements. Moreover, Renault was a leading company in terms of the budget dedicated to promote its products.
Focusing on the resource-intensive ways of informing customers, each of the companies dedicated most of their resources to buying advertisements from TV media. The amount of money spent by Cetirizine on TV ads was $70,000,000, making it the biggest amount of money paid for a type of advertisements. Next comes Vauxhall whose figure stood at $65,000,000. Renault and Rover’s expenses, in contrast, were amounted to $59,000,000 and $45,000,000, respectively.
Looking at the press category, Rover spent $39,000,000, only second to Renault whose figure was $45,000,000. Vauxhall and Cetirizine, on the other hand, had a budget of around $10,000,000 for this type of ads. The amount of financial resources spent to outdoor advertisements of Renault and Vauxhall were $7,000,000 for each, which was more than twice as much as Citirizine spent to buy billboards and so on. The figure for Rover was even less, namely $2,000,000.
A similar situation could be observed in Cinema category where Renault and Vauxhall spent $6,000,000 and $5,000,000, in turn, whereas other two companies figures did not even account for $1,000,000. Interestingly, all the companies allocated exactly the same amount of money, namely $15,000,000, to attract consumers through radio.