Part 1. Marketing Strategy
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Beltramini, R. F. 2010. Communications Budgeting. Wiley International Encyclopedia of Marketing. 1.
- Published Online: 15 DEC 2010
Communications budgeting refers to appropriating the human, financial, and physical resources needed to support the integrated marketing communications (IMC) activities of an organization, and then allocating these resources among the various IMC components (e.g., advertising, public relations, sales promotion, etc.). While a somewhat complicated and inexact process, a number of commonly accepted budgeting methods are typically used today, including the percentage of sales method, the share of market methods, and the objective method. While none of the communications budgeting method is appropriate in all instances, several issues are discussed which impact the method to be used.
- integrated marketing communications;
- percentage of sales;
- share of market;