– Integrated Marketing Communications/answers –

  • 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.