Standard Article

Communications Budgeting

Part 1. Marketing Strategy

  1. Richard F. Beltramini

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01007

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Beltramini, R. F. 2010. Communications Budgeting. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. Wayne State University, Troy, MI, USA

Publication History

  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;
  • objective;
  • budget