- Imagine that you work for Puma and are tasked with producing an IMC campaign with the goal of increasing market share by three percent.
- First, you decide to use traditional and online advertising and public relations to achieve this goal.
- Finally, you determine the cost of each product to determine the communications budget.
- What type of IMC budgeting process is used?
- Evaluate your strategy compared to the competitive parity budgeting process.