Question

A marketing manager had a goal to improve market share for his paper plates by 2 percent in the coming year, and he felt he’d need to run television ads for two months as well as create a social media campaign in order to accomplish this. He priced the advertising he planned to use and set the budget accordingly, using which promotional budgeting technique?

Answer 1

Answer:

OBJECTIVE AND TASK BUDGETING.

Explanation:

Objective and task budgeting is an effective budgeting strategy which considers the firm’s overall promotional objectives. The budgeting is then done according to the requirements for meeting these goals.

By running television ads and a social media campaign, the marketing manager has created a means to meet his objective or goal which is to improve market share for his paper plates by 2 percent in the coming year. He then proceeds to price how much the advertising would cost him and then sets the budget. This budgeting is done by OBJECTIVE AND TASK BUDGETING. This allows the marketing manager to allocate a certain amount of money to its marketing budget based on his objectives, rather than choosing an arbitrary amount.