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ESTABLISHING ANDALLOCATING THEPROMOTIONALBUDGET
 
SNEAK-PEEK 
While establishing objectives isimportant, the limitations of thebudget also need attention.Since no organization has unlimitedbudget, so objectives must be setwith the budget in mind.We focus on two primary decisions :1. Establishing a budget amount2. Allocating the Budget
 
SNEAK-PEEK 
 
 
One of the major decisions to be taken:
HOW MUCH TO SPEND?
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The value of advertising must be realized…
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Advertising is not an expense but is an
Investment
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While budgeting is a critical decision, it haserhas been the most resistant to chane.
ESTABLISHING THEBUDGET
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