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Unformatted text preview: ctive and Task Method company sets its promotion budget bas on what it wants to accomplish with promotion. It entails three things Defining specific promotion objective Determining the tasks needed to achieve these objectives • Estimating the costs of performing these tasks • The sum of these costs is the proposed promotion budget Shaping the Overall Promotion Mix • The concept of integrated marketing communications suggest that the company must blend the promotion tools carefully The Na...
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This note was uploaded on 04/08/2014 for the course MKTG 304 taught by Professor Nyer during the Fall '12 term at Chapman University .
- Fall '12