Expense of traditional media to be knee-jerk reaction

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-Discuss why some marketers consider the allocation of media dollars to digital and social media at the expense of traditional media to be “knee-jerk reaction.”

-Why are the affordable and arbitrary allocation budgeting methods considered to be very poor budgeting methods?

-Explain why communications measures may be better to use than sales or market share objectives when developing the IMC plan.

(Advertising and Promotion, Chapter 7, 11th Edition, Belch)

Reference no: EM132107083

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