Imagine that you work for Puma and are tasked with producing an IMCcampaign with a goal of increasing market share by three percent. First,you decide to use traditional and online advertising and public relationsto achieve this goal. Finally, you determine the cost of each product todetermine the communications budget. What type of IMC budgetingprocess are you using? Evaluate your strategy compared to acompetitive parity budgeting process.
Imagine that you work for Puma and are tasked with producing an IMCcampaign with a goal of increasing market share by three percent. First,you decide to use traditional and online advertising and public relationsto achieve this goal. Finally, you determine the cost of each product todetermine the communications budget. What type of IMC budgetingprocess are you using? Evaluate your strategy compared to acompetitive parity budgeting process.
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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| Imagine that you work for Puma and are tasked with producing an IMC campaign with a goal of increasing market share by three percent. First, you decide to use traditional and online advertising and public relations to achieve this goal. Finally, you determine the cost of each product to determine the communications budget. What type of IMC budgeting process are you using? Evaluate your strategy compared to a competitive parity budgeting process. |
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