GEN COMBO M:MARKETING; CONNECT 1S ACCESS CARD
GEN COMBO M:MARKETING; CONNECT 1S ACCESS CARD
5th Edition
ISBN: 9781259896767
Author: Dhruv Grewal Professor, Michael Levy
Publisher: McGraw-Hill Education
Question
Book Icon
Chapter 17.5, Problem 1CY
Summary Introduction

To explain: The reason why objective-and-task method of setting an IMC budget is better than the rule-of-thumb methods.

Introduction: The communication process is an integrated effort made by the marketers to make the target audience aware of a particular product or service in the market. It uses a variety of communication tools, which involves personal selling, online marketing, sales promotion, public relations, direct marketing, and advertisements. It helps in creating clarity and maximum communicative impact on the target audience.

Expert Solution & Answer
Check Mark

Explanation of Solution

The objective-and-task method guesses the required budget to accomplish the responsibilities for the purpose of communication objectives. This message first requires framing a set of communication objectives, and identifying the type of media with maximum reach to the target market. It also investigates the cost incurred in running the types of communications essential to attain the goals.

However, the process of setting objectives, choosing media, and determining costs are to be repeated for each product or service. The total marketing communications budget of the firm is the addition of all the communication plan budgets of an individual.

On the other hand, rule-of-thumb methods like competitive parity, the percentage of sales, and available budget do not allow the firms to exploit the opportunities and problems encountered in the market. In case the competitor is using the same budgeting method, then the market shares will remain approximately the same. It does not take into consideration new plans or product line. It also assumes that the expenses incurred for the communication do not stimulate sales and profit.

Want to see more full solutions like this?

Subscribe now to access step-by-step solutions to millions of textbook problems written by subject matter experts!
Students have asked these similar questions
Why is the objective-and-task method of settingan IMC budget better than the rule-of-thumbmethods?
Read the following case carefully and answer the given questions.You have recently become Head of Finance at Oman Catering Company Muscat, acompany which deals in the specialized area of food and dining. Its expertise lies in theindustrial catering and related services, mainly for Government institutions, CommercialEstablishments and hotels. Your previous employer was Renaissance Catering CompanySohar, where, as finance manager, you had the opportunity to work on areas relating tofinancial accounting, procurement, contracts, and bids.One of Oman Catering Company’s major contracts is with Renaissance CateringCompany. The contract is now up for renewal, and Oman Catering Company ispreparing a competitive bid for this contract. You have been asked to lead the teamresponsible for bidding for this contract. You also suspect that your knowledge andexperience of Renaissance Catering Company were good reasons for appointing you tothe position at Oman Catering Company. You do not want to let…
Does the new procedure for the budget help or hinder the achievement of Sustainable Development Goals (SDG)?
Knowledge Booster
Background pattern image
Similar questions
SEE MORE QUESTIONS
Recommended textbooks for you
Text book image
Principles Of Marketing
Marketing
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Pearson Higher Education,
Text book image
Marketing
Marketing
ISBN:9781259924040
Author:Roger A. Kerin, Steven W. Hartley
Publisher:McGraw-Hill Education
Text book image
Foundations of Business (MindTap Course List)
Marketing
ISBN:9781337386920
Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:Cengage Learning
Text book image
Marketing: An Introduction (13th Edition)
Marketing
ISBN:9780134149530
Author:Gary Armstrong, Philip Kotler
Publisher:PEARSON
Text book image
MKTG 12:STUDENT ED.-TEXT
Marketing
ISBN:9781337407595
Author:Lamb
Publisher:Cengage
Text book image
Contemporary Marketing
Marketing
ISBN:9780357033777
Author:Louis E. Boone, David L. Kurtz
Publisher:Cengage Learning