Info

Costs of promotion activities are budgeted

Figure 7-13 Top-down versus bottom-up approaches to budget setting

Total promotion budget is approved by top management

Figure 7-13 Top-down versus bottom-up approaches to budget setting

Belch: Advertising and IV. Objectives and 7. Establishing Objectives © The McGraw-Hill

Promotion, Sixth Edition Budgeting for Integrated and Budgeting for the Companies, 2003

Marketing Promotional Program Communications Programs

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