Know-How Exchange : Research/Metrics

Wouldn't this depend on what you are purchasing the POS to achieve? A completely new product market would assumably require more spending than a long-term plan. I would approach it from looking at my goal first and finding what I need to achieve that goal and then put a dollar figure the plan in that fashion.

Angie, I know you know this already, but maybe the mission is so important that you've let yourself slip into the trap.

The numbers you're seeking are averages that span a wide range of situations. Each data point is a function of the marketer's objective, the creative used, the target audience, the seasonality, the industry, the distribution channel, the country, and probably a dozen other factors. When you lump them all together to get an average, the number itself is totally meaningless and potentially misleading -- if you're tempted to use it at all.

If I told you that the average temperature in the world were 58.6 degrees (F), would it help you to determine whether to wear shorts or an overcoat when you go outside? Of course not.

Well, the average spend on POSm as a % of sales and the other ratios are just as meaningless. My suggestion is that you reframe the question and prevent yourself from inflicting harm on the project for which you seek the data.

Agnieszka

Why not select some target companies of interest, telephone their marketing dept and ask one of their young marketing team members the questions?

You might be surprised what people will tell you over the telephone.

Chris