A successful company will use a part of each of the methods presented in Strategic Marketing Planning for the Small to Medium-Sized Business to create a marketing budget.
Figure 6.1 provides a sample of such a budget, illustrating a campaign designed to sell a service to a specific industry. After analyzing the target market and the competition and reviewing its goals and strategies, the company selected trade publication advertising, trade public relations, flighted direct mail, and attendance at trade shows as primary promotional tactics.
Once you have developed a working budget, it is important to review each tactic in light of its overall weight or importance to the campaign. For instance, if the tactic on which you will spend ...
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