What is ESTABLISHING AND ALLOCATING THE PROMOTIONAL BUDGET?
Answers: ESTABLISHING AND ALLOCATING THE PROMOTIONAL BUDGET
As noted in the record, the budgeting decision is not a trivial event. Whether the firm is spending millions of dollars or thousands, this decision will hold a direct impact on the success of the communications program. As can be see by examining the decision sequence model presented within Chapter 1, budgeting decisions are not made surrounded by isolation. These decisions require an interactive process within which the communications objectives must be taken into consideration. Likewise, the budget directly impacts the promotional mix strategies that are to be developed. Thus, both the size of the budget, and the opening that it will be allocated must be given much attention