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Budgeting marketing promotions

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If a marketing manager uses the task method to budget for marketing promotions, are competitor's promotions spending levels ignored? Explain your thinking and give an example that supports your point of view.

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Budgeting marketing promotions is explained in a structured manner in this response. The answer includes references used.

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If a marketing manager uses the task method to budget for marketing promotions, he allocates budget based on set objectives. The manager first defines the desired results of advertising and the tasks that are required to achieve those results. The marketing manager must consider the costs involved in the advertising budget.
When the manager uses the task method and sets objectives, these objectives may be independent of the market position or the promotions of competitors. For ...

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  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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