Principles of Marketing, 17/e

Setting the Total Promotion Budget and Mix

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In this section, we’ll look at the promotion budget-setting process and at how marketers blend the various marketing communication tools into a smooth-functioning integrated promotion mix.

We have looked at the steps in planning and sending communications to a target audience. But how does the company determine its total promotion budget and the division among the major promotional tools to create the promotion mix? By what process does it blend the tools to create integrated marketing communications? We now look at these questions.

Setting the Total Promotion Budget

One of the hardest marketing decisions facing a company is how much to spend on promotion. John Wanamaker, the department ...